Fintech PR
New Study: 34% of Traffic and 28% of Orders for Large Online Fashion Retail Brands Come Directly from Search and Social
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34% of traffic, 28% of orders and 26% of the total order value for large online fashion retailers comes directly from search and social sites including Google and Facebook, new global research suggests. Of all traffic arriving directly from paid social, 80% is from Facebook and Instagram.
And the data suggests mobile phones dominate: 76% of all traffic, 64% of all orders and 59% of the total order value for large enterprise fashion ecommerce brands comes from smartphones.
The study by Nosto, the ecommerce personalisation and retail AI platform analysed 1.19 billion visits to ecommerce sites globally during the busiest three months of the retail calendar (Dec 2018 to Jan 2019). 24% of visits were to enterprise fashion sites with annual sales of $50m or more). The research tracked all traffic sources based on the ‘last click’ (where a visitor was prior to landing onto an ecommerce site).
The Impact of Paid and Organic Search and Social Media on Fashion Ecommerce
|
Paid Search |
Organic Search |
Paid Social |
Organic Social |
Total : Search + Social |
|
|
Traffic  |
6% |
19% |
1% |
8% |
34% |
|
Orders |
5% |
18% |
Below 1% |
5% |
28% |
|
Order value |
6% |
16% |
Below 1% |
4% |
26% |
While organic and paid social appear to generate 9% of all traffic to enterprise fashion ecommerce based on the last click model, the full impact of social is likely to be significantly greater, according to Jim Lofgren, CEO of Nosto:
“Social sites such as Facebook and Instagram are important destinations for branding and product discovery, especially in the fashion space. You can’t judge their full power only by looking at the last click from either paid or unpaid sources that are driving visitors to merchants’ stores. Instagram in particular is an extremely popular platform on which shoppers follow fashion influencers to learn about new styles and brands, but that higher-funnel discovery process won’t show up in ecommerce marketers’ website analytics data.
“The modern ecommerce fashion shopping journey is highly complex, and more often than not the shopper finally arrives at a retailer’s site by heading there directly or via Google search. This continues to pose challenges for ecommerce brands trying to evaluate the ROI of their marketing spend.”
Nosto’s examination of the direct impact of social media on enterprise fashion ecommerce reveals that of the four main social networks (Facebook, Instagram, Pinterest and Snapchat) Facebook and Instagram are the biggest drivers of traffic and orders from paid and organic social.
Within paid social, Facebook accounts for 73% of all traffic, 89% of all orders and 86% of the total order value. In organic social, Facebook represents 53% of traffic, 59% of orders and 56% of the total order value.
Instagram generates 41% of all organic social traffic, 41% of all organic orders and 43% of the total organic social order value. On the paid social side, Instagram generates 16% of all traffic, 10% of all orders and 14% of the total order value.
Of the other social networks, both Snapchat and Pinterest account for 3% each of direct organic social traffic. However orders resulting directly from organic Pinterest and Snapchat activity based on the last click are negligible. In paid social Snapchat drives 10% of traffic and 1% of orders, implying a stronger branding and awareness value currently.
Aside from search and social, the study reveals visits and transactions for enterprise fashion ecommerce sites are either generated by direct traffic (when shoppers directly type the ecommerce site’s web address into their phones and computers); from sources such as marketing emails, ad networks and affiliate sites; or from dark social (mostly from people sharing links to the ecommerce sites in emails, text messages and messaging apps).
Nosto’s fashion retail customers include Gymshark, Agent Provocateur, Aquascutum, Everlast, Helly Hansen and Volcom.
More insights from the study, including charts are included in a blog post on the Nosto website at:
BEIJING, Dec. 19, 2024 /PRNewswire/ — The 2024 Beijing Forum on Swift Response to Public Complaints opened in the Chinese capital on Wednesday, where leading global academics and representatives share their insights and explore strategies for modernizing urban governance.
With the theme of “Modernizing for People-Centered Urban Governance,” the two-day event from Wednesday to Thursday has gathered more than 700 participants, including domestic and international guests, representatives from China’s Hong Kong Special Administrative Region (SAR), Macao SAR and the Taiwan region, scholars from universities and representatives of grassroots workers.
Beijing is a city with a profound history and rich cultural heritage, as well as a vibrant, modern international metropolis. Covering an area of over 16,000 square kilometers, it has a permanent population of 21.858 million.
In response to urban governance challenges, Beijing launched the swift response to public complaints reform in 2019, providing rapid responses and efficient handling of citizens’ concerns through the 12345 Citizen Service Hotline.
Over the past five years, the city has handled 150 million complaints from citizens, achieving a resolution rate of 96.5 percent and a satisfaction rate of 96.9 percent.
The attendees have been invited to visit the Beijing 12345 Citizen Hotline Service Center on the sideline of the forum, to gain firsthand insights into Beijing’s exploration and innovation in the governance of mega-cities.
Sponsored by the Chinese Academy of Social Sciences, China Media Group, Communist Party of China Beijing Municipal Committee and the People’s Government of Beijing Municipality, the forum has a main forum and six parallel sessions.
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Agreement reached on acquisition of Sonoco’s TFP business as TOPPAN Group accelerates expansion of sustainable packaging business in Americas
TOKYO, Dec. 19, 2024 /PRNewswire/ — TOPPAN Holdings Inc. (TYO: 7911) (TOPPAN Holdings) has entered into an agreement with Sonoco Products Company (NYSE: SON) (Sonoco), a global leader in high-value sustainable packaging, to acquire Sonoco’s Thermoformed & Flexible Packaging (TFP) business for approximately $1.8 billion on a cash-free and debt-free basis and subject to customary adjustments.
This acquisition is highly complementary, combining the robust sales network, customer base, and solution development capabilities of Sonoco’s TFP business in North and South America with the technical expertise and manufacturing capabilities of TOPPAN Group’s global packaging business.
Sonoco’s TFP is a leading thermoformed and flexible packaging business serving a wide range of customers in food, retail, and medical verticals. TFP provides a variety of complex packaging to value-added categories including snacks, condiments, healthcare, prepared meals, fresh products, coffee, and pet food. On a pro forma standalone basis, TFP had revenue of approximately $1.3 billion in 2023.
“We are extremely pleased to have the opportunity to bring Sonoco’s TFP business to the TOPPAN Group. In order to accelerate our strategy to become a global leader in sustainable packaging solutions, we will employ the complementary strengths of both parties to drive growth, solve customers’ needs and create significant value for our shareholders,” said Hideharu Maro, Representative Director, President & CEO of TOPPAN Holdings. “This is an essential milestone in the TOPPAN Group’s global strategy to scale the sustainable packaging business.”
This transaction is subject to customary closing conditions, including regulatory approvals, and is expected to close in the first half of 2025.
The TOPPAN Group’s Strategy
The TOPPAN Group aims to be a leading solution provider addressing global issues. Under the current medium-term-strategy, the TOPPAN Group has been transforming its portfolio, and one of its key strategies is to drive sustainable packaging solutions at global scale.
The vision of the TOPPAN Group’s packaging business is “Change the World through Packaging Innovation,” and its mission is to “Foster a society focused on well-being and sustainability, while safeguarding our planet for future generations, through the continuous development of innovative packaging solutions that explore cutting-edge materials and technologies.”
The TOPPAN Group has been driving innovation in the development of sustainable packaging solutions by establishing a global supply chain from film manufacturing to packaging manufacturing and optimizing cost to meet brand owners’ needs locally and globally.
Advisors
Houlihan Lokey is acting as lead financial advisor and Morrison & Foerster LLP is acting as legal advisor to TOPPAN. Mitsubishi UFJ Morgan Stanley Securities Co., Ltd. is also acting as financial advisor to TOPPAN.
Goldman Sachs & Co. LLC is acting as lead financial advisor and Freshfields LLP is acting as legal advisor to Sonoco. RBC Capital Markets, LLC is also acting as financial advisor to Sonoco.
About the TOPPAN Group
Established in Tokyo in 1900, the TOPPAN Group is a leading and diversified global provider committed to delivering sustainable, integrated solutions in fields including printing, communications, security, packaging, décor materials, electronics, and digital transformation. The TOPPAN Group’s global team of more than 50,000 employees offers optimal solutions enabled by industry-leading expertise and technologies to address the diverse challenges of every business sector and society and contribute to the achievement of shared sustainability goals.
https://www.holdings.toppan.com/en/
https://www.linkedin.com/company/toppan/
About Sonoco’s TFP
Sonoco’s TFP business has a strong customer base and manufacturing footprint in North America and South America with approximately 4,500 employees in 22 manufacturing plants, over 700 patents, and design capability across 10 countries.
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WASHINGTON, Dec. 19, 2024 /PRNewswire/ — The global law firm Jones Day announces that the 37 lawyers listed below will be admitted to the Firm’s partnership effective January 1, 2025.
“This class of new partners once again reflects Jones Day’s ability to provide our valued clients the guidance and legal solutions for their most complex business challenges across the globe,” said Gregory M. Shumaker, Managing Partner of Jones Day.
The full announcement is also available on Jones Day’s website. The list follows:
- Rebecca Wernicke Anthony, Business & Tort Litigation, Dallas
- Matthew Barrett, Corporate, London
- Joseph C. Barry, Financial Markets, Cleveland
- Irina K. Bleustein, Securities Litigation & SEC Enforcement, Washington
- Mathis Bredimus, Corporate, London
- Kelsey S. Bryan, Business & Tort Litigation, Los Angeles
- Emily W. Cai, Corporate, New York
- Diana L. Calla, Business & Tort Litigation, San Francisco
- Andrew J. Clopton, Issues & Appeals, Detroit
- Arturo de la Parra, Financial Markets, Mexico City
- Adrien Descoutures, Corporate, Paris
- Preslava Dilkova, Government Regulation, Brussels
- Amanda L. Dollinger, Financial Markets, New York
- Anna A. Dwyer, Real Estate, Chicago
- Justin P. Farra, Corporate, Columbus
- Matthew J. Gherlein, Financial Markets, Cleveland
- Fabio Maria Guidi, Financial Markets, Milan
- Ryan Harmanis, Business & Tort Litigation, Columbus
- Jared P. Hasson, Corporate, Cleveland
- Andrew D. Iammarino, Financial Markets, Cleveland
- Kurt A. Johnson, Detroit, Issues & Appeals
- Andrew J. Junker, Business & Tort Litigation, Dallas
- Thomas S. Koglman, Intellectual Property, Cleveland
- Laura E. Koman, Health Care & Life Sciences, Washington
- Marta Lahuerta Escolano, Government Regulation, Paris
- Justin D. Martin, Labor & Employment, Miami
- Alexander V. Maugeri, Government Regulation, New York
- Justin W. McKithen, Financial Markets, Atlanta
- Karl S. Moussalli, Global Disputes, London
- Victoria Cuneo Powell, Business & Tort Litigation, Atlanta
- Gabrielle E. Pritsker, Business & Tort Litigation, Washington
- Kaitlinn P. Sliter, Corporate, Chicago
- Bijan Tavakoli, Government Regulation, Frankfurt
- Jessica Tierney, Health Care & Life Sciences, Washington
- Collin L. Waring, Real Estate, Dallas
- Ann-Marie Woods, Labor & Employment, Chicago
- Jason Z. Zhou, Business & Tort Litigation, Chicago
Jones Day is a global law firm with more than 2,400 lawyers in 40 offices across five continents. The Firm is distinguished by: a singular tradition of client service; the mutual commitment to, and the seamless collaboration of, a true partnership; formidable legal talent across multiple disciplines and jurisdictions; and shared professional values that focus on client needs.
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