Yoox Net-a-Porter app investment pays off as sales surge 180%

The recently merge luxury ecommerce brand Yoox Net-a-Porter Group has hailed its investement in mobile and social with a 180 per cent surge in native app sales, which helped boost revenue by 30 per cent to €1.7bn in year ended 31 December 2015.

The fashion brand invested in a new Android native app for Net-a-Porter.com for its Christmas campaign, and in May last year launched its first fully social shopping network, The Net Set, which links consumers, designers, brands and style leaders in real time while allowing them to shop collections available on Net-a-Porter.com.

Federico Marchetti, chief executive officer of Yoox Net-a-Porter Group said that mobile contributes almost 40 per cent of the Group’s sales. "The combined Yoox Net-a-Porter Group delivered net revenue growth of more than 30 per cent, with outstanding performances across all business lines, geographies and channels.

"Mobile was key to our success, contributing almost 40 per cent of the Group’s sales, boosted by native apps which surged 180 per cent. With our integration activities in full swing and on track, we are confident we will continue to deliver robust growth and gain market share."

The ecommerce brand added that its first combined TV and cinema campaign for both Net-a-Porter and sister brand Mr Porter in Christmas 2015 achieved "significantly higher-than-expected results" in terms of sales and visits to the dedicated seasonal areas but didn't disclose figures.

The group saw average onthly unique visitors rise to 27.1 million compared to 23.6 million in 2014, while orders jumped to 7.1 million, compared to 5.8 million in 2014.

Last September Net-a-Porter founder Natalie Massenet resigned from the online fashion retailer ahead of the multi-billion dollar merger.

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