Zara.com 2% conversion rate and online Impulse Buying
29/12/2010According to this article from Expansion (in spanish), the recently launched Zara.com has reached a astonishing 2% conversion rate for its online ecommerce website.
About 5000 purchases/day multiplied by the average purchase which is about 40€, makes a whopping 200000€ of revenue.
Quite of an achivement, considering that the average conversion rate of the same segment never really tops 1% global and that the guys at Inditext, are not really keen on investing money in advertisement.
What does this really mean? Brands like these can actually leverage on impulse buying on the internet? Is this really it!?
Ecommerce has always been affected by the whole consumer decisional process, which greatly differs from the real-life one. Consumers plan and consider carefully all different options available prior to the purchase, maybe coming back on the same website more then once within a few days.
If those figures are correct, Zara simply managed to recreate something similar to impulse buying dynamics simply through its massive brand and worldwide recognition… Maybe it is not the case, but surely they will manage to get up to it at some point.



Like everyone else who’s in this industry, I daily read loads of stuff, bog posts and articles, about how good SEO is, how important is to be ranked for the right keywords, how successfull a product can be if is commercially developed on the internet through SEO and online marketing services.