Online store scorecardOctober 2024
Orders rose 12% in October to 24,900
The return rate was 11.4%. It was 8.4% in July, the month before free returns launched. Outerwear had the highest return rate at 19.2%.
Orders
24.9K
+12.2%vs September
Conversion rate
3.1%
+0.13 ptsvs September
Average order value
€61
+0.3%vs September
Return rate
11.4%
+0.9 ptsvs September
Outerwear revenue rose 31% to €412k in October
Revenue by category, October, with change on September
- 1Outerwear€412k+31%
- 2Footwear€371k+8%
- 3Knitwear€298k+22%
- 4Accessories€164k−4%
- 5Denim€152k−11%
- 6Home€88k+2%
The return rate rose from 8.4% in July to 11.4% in October
Share of orders returned, by month of order
19.2% of outerwear orders were returned in October
Return rate by category, October
Notes
- Returns cost about €62k in October
About 2,840 parcels came back. Carriage and handling cost €22 a parcel. At September's return rate of 10.5% the cost would have been about €58k.
- 62% of outerwear returns give “too small” as the reason
A size guide goes into test on 4 November.
- Orders were highest in December 2023 at 26,900
October 2024 was the second-highest month of the 12.