PayPlug research, mobile shopping and multi-channel wins in Fashion

Mobile shopping to conquer small everyday expenses, increasingly social customer services, and the possibility of integrating an agile and pleasant experience in the purchase funnel. In the months of the Italian ‘restart’, Fashion is also part of the broader process of digitalization of purchases. So much so that for the purchasing ecosystem in the sector, online wins, but not only. It is the multi-channel experience that, since the beginning of the Covid-19 pandemic, has increasingly clearly separated both the methods of purchase through e-commerce and those in presence in traditional physical retail. Above all, to prove it is the data of the average cart: it settles at 96 euros for those who opt for a multi-channel presence, while for e-commerce on 77 euros and for physical stores on 62 euros. This is the picture that emerged from “Fashion: 10 data to overcome the challenges of 2021”, the analysis carried out by PayPlug, the first online payment solution designed and conceived 100% for SMEs, together with MagicStore, Alfred Italia and Verified Reviews, to identify the trends and evolution of consumption in this sector, at an Italian and European level. But the change of smart pace of the fashion purchasing sector does not end here. The PayPlug data show that payments by credit card have clearly exceeded those in cash and the bank transfer. In fact, they are preferred by 60% of online customers, against 34% who prefer cash and 6% who say they mainly make transfers. As for the most chosen device for fashion purchases, it emerges that the computer is preferred (60%) for purchases over 75 euros, while under this figure it is easier to buy from tablets or smartphones (53%). “As the data explain, brands that choose both a physical and digital presence, the multi-channel, register a higher average shopping cart: now this experience must make a qualitative leap, with the aim of growing sales but also offering an increasingly personalized and dedicated experience for customers, which meets new consumer needs “explains Gloria Ferrante, PayPlug Marketing Manager Italy.