Study: Online Apparel Yields Strong Multiple Sales

Apparel buyers are the gold standard of online shopping and a reliable source of multiple purchases and high conversion rates throughout the universe of e-commerce, according to a study by HookLogic. In the study conducted by the New York-based commerce search advertising firm, browsers who were converted to purchasers were found to buy two to three items per online visit, but that number jumped to four for the five subcategories within the apparel classification: Clothing, accessories, wallets and handbags, jewelry and shoes. Analyzing about 11 million transactions that generated more than $1.2 billion in online sales in the U.S. between Dec. 13 and Jan. 26, HookLogic found the highest units per basket, 4.5, in the accessories area, just ahead of the 4.1 value for clothing. Average unit price was highest in jewelry, at $62.41, ahead of the $38.31 average for shoes. Average basket value overall went to jewelry, at $116.13, followed by wallets and handbags at $91.92 and clothing at $86.21. But clothing dominates the online landscape for apparel, generating 70 percent of sales, 84.2 percent of units and just under three-quarters of traffic, at 74.4 percent. Shoes are responsible for 19.6 percent of sales, jewelry 4.9 percent and accessories 3 percent. Elizabeth Jackson, executive

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