Deep Dive: Luxury E-Commerce Evolution

Executive Summary

• We are witnessing the proliferation of online multibrand retailers and aspirational fashion platforms. These companies provide global infrastructure and distribution for luxury brands such as Yoox Net-A-Porter, Matchesfashion.com, Farfetch, and Mytheresa.com.
• The strong growth of online pure-play luxury retailers has demonstrated that shoppers are keen to purchase luxury goods online.
• The growth in online luxury shopping is poised to continue. For a challenged and sluggish luxury goods sector, e-commerce has emerged as an important growth engine.
• Multibrand online retailers are taking share from US department stores such as Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s and Nordstrom.
• The luxury goods sector was slow to expand into e-commerce, but now players are vying for a share of the fast-growing online luxury market. E-commerce is the fastest-growing distribution channel globally for luxury goods. McKinsey & Company forecasts that e-commerce will account for 18% of total luxury sales in 2025, up from 8% in 2016.