Yoox unveiled this week an e-commerce enabled mobile app for China, joining the 30% of luxury brands with a Chinese-language mobile app. Prior to the launch, Yoox’s global mobile site allowed customers to customize content based on their language and region, but the new app offers a more in-depth experience. For example, customers can see what others in Mainland China, Milan, Paris and New York are purchasing.
Looking at statistics of mobile shoppers around the globe, it’s surprising that more brands haven’t invested more in a China-specific mobile experience. (Less than half of brands in L2’s China Luxury study host a mobile-optimized site for Chinese consumers. And that’s up from 27% last year.) Yet 60% of shoppers in China have made a purchase on their smartphone in the past 30 days, more than in any other APAC country.