Luxury Ecommerce Worldwide: A Slow and Steady Shift to Digital - eMarketer
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Luxury Ecommerce Worldwide: A Slow and Steady Shift to Digital

eMarketer Report

By: eMarketer

Published: July 24, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Like ecommerce in general, global online sales of luxury goods are growing faster than luxury sales overall. In addition, digital channels are being used to research and drive in-store traffic.

  • Luxury was slow to adopt ecommerce, and many high-end brands dipped their toes into digital by selling cosmetics or accessories but not full collections. Now shoppers can buy items during live runway shows and even use apps to have clothing delivered to their door faster than even Amazon Prime Now allows.
  • The US and China are the largest markets for luxury goods, with China on track to increase its share. China’s retail investment in major online luxury marketplaces has been a trend in the first half of 2017 and will likely continue.
  • Digital is most used in the browsing and research phase, and when it comes to buying, desktops are used more than mobile. Younger shoppers are more likely to use smartphones to purchase luxury goods than older shoppers, though Gen X and millennials have fairly similar levels of mobile buying.
  • Not all luxury buyers are affluent—in fact, most of them are not. Shoppers’ motivations for buying luxury goods have less to do with impressing others (though this is certainly one reason) and more to do with the feelings they get from purchases, as well as those purchases’ perceived quality. Consumers—not just millennials and Gen Z—are also turning to luxury experiences, sometimes in lieu of goods.

"According to Bain & Company and Farfetch research, nearly every selling channel within the global luxury goods market will lose share by 2025, but digital will post a threefold increase."

Table of Contents

Luxury Sales Landscape

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Luxury Shopping Behavior

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Global Luxury Trends

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16 charts are included in the full report:

Luxury Ecommerce Worldwide: A Slow and Steady Shift to Digital

Personal Luxury Goods Industry Sales Share Worldwide, by Location/Channel, 2016* & 2025 (% of total)

Luxury Sales Landscape

Personal Luxury Goods Industry Sales Share Worldwide, by Location/Channel, 2016* & 2025 (% of total)

Top 25 Luxury Goods Companies Worldwide, Ranked by Sales, FY 2015 (billions and % change)

Luxury Shopping Behavior

Sources Used by Affluent Luxury Goods Buyers in Japan and Western Europe* to Research Luxury Goods Purchases, April 2016 (% of respondents)

Top 10 Luxury Apparel Brand Websites Among US Internet Users, Ranked by Market Share of Visits, May 2017

Buying

Attitudes Toward Luxury Goods Among Luxury Goods Buyers Worldwide, Feb 2017 (% of respondents)

Primary Location/Channel Where Affluent Luxury Goods Buyers in Japan and Western Europe* Purchase Luxury Goods, April 2016 (% of respondents)

Demographics

US Luxury Buyers Who Conducted Their First Luxury Purchase Digitally, by Age, Q4 2016 (% of respondents in each group)

Luxury Product Purchase Share Among Luxury Goods Buyers Worldwide, by Age and Device/Location, Feb 2017 (% of total)

Global Luxury Trends

UK/US Luxury* vs. Nonluxury Beauty and Fashion Marketers Who Use Influencer Marketing as Part of Their Marketing Strategy, March 2017 (% of respondents)

Percent of Their Overall Budget Currently Allocated to Influencer Marketing According to UK/US Luxury* vs. Nonluxury Beauty and Fashion Marketers, March 2017 (% of respondents)

Top 10 Luxury Apparel Brands Worldwide, Ranked by Earned Media Value*, Jan-April 2017 (millions)

Social Media Platforms that Luxury Goods Companies Must Prioritize in the Future According to Luxury Brand Professionals in France, Nov 2016 (% of respondents)

Ephemeral and Experiential Luxury

Internet Users Worldwide Who Agree vs. Disagree that Experiences Are More Important than Possessions, by Age, Summer 2016 (% of respondents in each group)

China’s Growing Importance

Luxury Goods Spending Share Among Consumers in China vs. Rest of World, 2008-2025 (billions of Chinese yuan renminbi and % of total)

Ad Shift to Digital

Digital Share of Luxury Goods Ad Spending in Select Countries, 2016-2018 (% of luxury goods total media ad spending)