Yoox Net-a-Porter to up its game with same-day delivery in Hong Kong

Online luxury fashion retailer Yoox Net-a-Porter aims to be as mobile as its shoppers – and Hong Kong is high on its agenda.

Since the merger of Yoox and Net-a-Porter in 2015, chief executive Federico Marchetti has invested in new technology, added services such as seaplanes to drop off rush orders to the Hamptons, and plans to expand same-day services in key markets like Dubai. Now the world leader in its field, the company has launched a television shopping app with Apple TV and is making a big push into China and the Middle East.

“One of my biggest objectives is to transform the company into a mobile-only company,” says Marchetti, formerly chief executive of Milan-based Yoox. “It’s a new luxury conglomerate of the digital era.”

Marchetti expects business from smartphones and tablets will account for three-quarters of total sales by the end of 2020. Today, it’s less than half. And shoppers using mobile devices spend big. Its 2.6 million customers shell out an average of US$366 (HK$2,838) per order.

The global luxury business has become increasingly competitive online. Neiman Marcus bought MyTheresa, a fashion e-commerce site last year, while Saks Fifth Avenue is offering more services for its online shoppers. And sites like renttherunway.com let customers rent designer outfits.