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.

text-2 (3)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.

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