30% of global luxury sales will be conducted online

In 2021, the digital transformation of luxury goods will accelerate, and consumer behavior and preferences will undergo profound changes.

It is understood that Luxe Digital has released a list of the top online luxury brands ranked by popularity for the fourth consecutive year . Over the years, this ranking has become an important and reliable indicator for measuring the future performance of the world's best luxury brands.

According to Luxe Digital 's latest research ranking, Gucci has become the most popular luxury brand online for the fourth consecutive year . The 100-year- old Italian fashion brand accounted for 15.2% of total online search interest in 2021 , followed by Chanel and Hermès, which accounted for 11.6% and 10.2% of online search interest respectively . Dior , Louis Vuitton , Rolex, Tiffany , Prada , etc. followed .

Relevant data show that at the end of 2020 , online sales of luxury goods reached 49 billion euros , up from 33 billion euros in 2019. More interestingly, in 2020, the proportion of luxury goods purchased online almost doubled to 23% of total sales , up from 12% in 2019.

Luxe Digital estimates that by 2025, nearly a third of global luxury sales will be conducted online , 5 percentage points higher than previous estimates . As luxury e-commerce sales grow, and more affluent consumers shop online , digital sensibility for luxury brands is more important than ever.

Beyond that, the research shows that sustainability is a key focus , and that every luxury brand on this year’s list is currently working on some form of sustainability effort .

Among other research highlights, global luxury brands continue to try various ways to entice China’s growing number of wealthy consumers to buy online . China is expected to become the world’s largest luxury market by 2025 .

It can be seen that the pandemic has accelerated the development of e-commerce in all walks of life, and this is also true for luxury goods. As e-commerce channels continue to improve and become safer, the categories of online luxury goods will become richer, and more and more consumers will purchase luxury goods through e-commerce channels. Therefore, the e-commerce process of luxury goods will also accelerate.

Luxury

E-commerce

Sustainability