The advent of online shopping has made it exponentially easier for us to shop, with hundreds of retailers just a click away. Leaving the comfort of your house is no longer a necessity to have access to luxury brands like Fendi, Supreme, Gucci, Tom Ford, and Prada, as well as streetwear staples like Junya Watanabe, Off-White, and AMIRI. There are several web development aspects, which can influence the success of an online luxury-shopping site. Below is an overview of some of the top luxury e-commerce websites and what they do right.
- NET-A-PORTER: The Net-a-Porter website is a perfect example of how to incorporate multimedia content into an online shopping site. The high-quality pictures on the site capture the aspects that relate to its purpose, which is to sell luxury brands. The emphasis on top-notch fashion photography offers the website a luxurious “look and feel.” Customers can evaluate whether an item is what they want to buy. Also, the pictures used on the website do not make consumers have unrealistic expectations about the products.
- Farfetch: For an e-commerce website, web pages that load quickly are a necessity as web users are notoriously impatient. Slow loading pages are subpar to luxury item customers’ expectations and will lead to high bounce rates. Site speed draws many parallels with conversion ability. Farfetch has managed to create an e-commerce site that loads impressively fast on both mobile and desktop platforms. Part of this is due to the simplicity of their pages and minimal usage of graphical and multimedia elements.
- MYTHERESA: In a world of increasing cyber-attacks, online shoppers need to be assured that their personal information and credentials are safe. MyTheresa enforces technical measures to protect their website against unauthorized access and damages. It utilizes a Secure Socket Layer (SSL) connection for safe transmission of client credit card and account information. Their preferred Visa and MasterCard payment options employ 3D secure programs. These programs ensure that only MyTheresa and registered cardholders are involved in transactions.
- LUISAVIAROMA: Showing related products can help make a sale since many luxury item customers are searching for different items, designs, colors, or materials. Luisaviaroma gets this one right by promoting related items that customers might be interested in. They use a smart approach where they conveniently place them side by side on their homepage and product pages. The site also offers suggestions after adding an item to the shopping cart.
- YOOX: The best luxury online shopping sites must have a navigation system that makes it easy for shoppers to access information around the site. This is among the first thing you will notice about the navigation system in the Yoox site. Labels and buttons support navigation in and around the site. In addition, they are placed in proximity to their related data fields. This encourages users to dive deeper into the website, all while being able to return to the home page at any stage.
- SAKS FIFTH AVENUE: Having clear policies is vital for a successful online business. They help protect the customers and the merchant. For instance, having a clear shipping policy invokes confidence in customers that a merchant has a reliable system in place. Saks Fifth Avenue’s website helps foster confidence and reliability by including clear policies. These policies encompass all aspects of the interaction between them and the buyers, including the return, shipping, privacy, security, exchanges, warranty, order status, international and tracking policies.
- SELFRIDGES: Purchasing a product from a luxury online shopping site requires that customers take a leap of faith with regards to product quality and service a merchant offers. As such, they need to be able to reach out to the merchant at any time and through different channels. Self-ridges considers their contact page a feature of their website. The page is detailed with step-by-step guides on how to contact them through different avenues email, telephone, regular mail, social media profiles, online forms, and messaging.
- NORDSTROM: Nordstrom makes an effort to highlight the luxury products that are most likely to interest visitors. The intention of this tactic is to help them find something they will want to purchase. Nordstrom uses a significant part of its homepage to promote new item lines, current sales, and products that generate interest. They have also included a slideshow that they update regularly.
- MODA OPERANDI: The end goal of any e-commerce site is to convert web users into paying customers. A luxury online shopping site must ensure that it encourages visitors to shop without coming off as too aggressive. The best way to do this is through the call-to-action (CTA). Moda Operandi employs the simple, concise and familiar “Shop Now” CTA. This CTA appears in all product sections and serves a navigation element directing users towards the catalogs without sounding too salesy.
- BERGDORF GOODMAN: Some customers will have trouble finding certain products, even if a site has a great navigation system. Sometimes it is more feasible to simply conduct a search than to browse through layers of links. This becomes more apparent with large e-commerce sites such as Bergdorf Goodman. With an impressively wide range of luxury products, the Bergdorf Goodman site does well to provide effective search functionality. It also offers options to narrow down the search such as Alphabetical, brand, and designer search.
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