70% of online retailer Boohoo's traffic now comes from mobile
Online clothing retailer Boohoo has moved to become mobile-first, with 70% of the retailer’s traffic now coming from mobile devices. The company’s business model relies on customers frequently checking the site for new product launches, with five hundred new products placed on the site each week at a 100 pieces each. The mobile-first strategy helps Boohoo be reactive, phasing out unpopular products and adding further inventory to best-sellers.

Boohoo, an online retailer for fast, affordable, fashion, has shifted to become mobile-first.

Boohoo’s business is dependent on customers frequently checking in for new product launches. Five hundred new products debut on the site each week, with about 100 pieces available for each. The Boohoo team then responds to what’s selling well by adding more inventory to popular products, and phasing out what doesn’t perform. Its merchandising strategy is reactive: Boohoo relies on Instagram and runway trends in order to take cues for its affordable styles. Lead time from product design to launch is about four to six weeks, according to Carol Kane, CEO of Boohoo.com.