E- commerce continues to grow as a powerful channel for fashion sales. Consider these compelling statistics from comScore’s “2016 U.S. Cross-Platform Future in Focus Report”: $51.5 billion in apparel/accessories
was sold online in 2015, up 19 percentfrom 2014.
Apparel brand websites are increasingly sophisticated, and companies are always raising the bar for responsive customer service. However, there still are mission-critical, behind-the-scenes strategies and tactics that can be overlooked and underutilized.
For example, search engine optimization (SEO) requires regular refreshes and ongoing maintenance to yield the best results. Also, there are new technologies and practices to address the prevalent issue of abandoned
online shopping carts. By implementing complementary strategies to address SEO and conversion, fashion and apparel brands have much to gain.