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How to optimize luxury e-commerce sites

Existing and potential customers expect the website to be as exquisite as the brand.



Luxury e-commerce is very different to regular mass market online retail that sites like Amazon and Target provide. Obviously, the number of website visitors for the former is much lower due to the financial barriers that prohibit many consumers to shop for luxury items on a regular basis.

But affluent consumers are also more difficult to convert online because they usually prefer to personally check an item before buying it. Just think of buying a Rolex watch online. However, for repeat purchases, such as of upscale perfumes and cosmetics, online retail is more suitable.

Improving the luxury e-commerce website

Creating and operating a luxury e-commerce site comes with specific challenges. Visitors expect a tastefully designed site that fits the image of a luxury brand or retailer. Naturally, no element of the site can look cheap; for example, flawless photography is a must.

Browsing a luxury e-commerce website

Video players are also essential in luxury e-commerce websites. (Source)

Since many e-commerce sites now also embed videos to increase conversion rates, choosing the best video player for the site is one of the many important decisions that have to be made as part of the design process. A smooth checkout experience and best-in-class shipping options are also expected from luxury-level retailers.

Only time will tell which luxury e-commerce sites will prevail and how they will supplement brick-and-mortar luxury retail. While much of mass market retail is shifting online, it remains to be seen to which extend luxury retail will follow this trend.

DISCLAIMER: This article expresses my own ideas and opinions. Any information I have shared are from sources that I believe to be reliable and accurate. I did not receive any financial compensation in writing this post, nor do I own any shares in any company I’ve mentioned. I encourage any reader to do their own diligent research first before making any investment decisions.

Doron Levy is a Toronto-based business consultant and journalist. During his 15 year tenure working deep in the operations and marketing sides of the retail industry, Doron was impressed at the resilience and dynamics of the luxury category and began covering the industry through trade articles in 2010., That same year, he launched as a web magazine dedicated to covering all aspects of the business of luxury. The portfolio of informational websites has grown under the umbrella brand, TheTopTier Digital Media. Doron is still in the consulting business delivering training, marketing and operational solutions to up and coming elite and luxury brands.