Selling Luxury Products Online: 7 Unique Strategies to Boost Conversions

Luxury products are hard to sell online.

The pandemic made it necessary for luxury brands to focus more on their online approach to reach the same (and new) clientele.  

Moreover, luxury brands now have a global market. For instance, shoppers living in Asia would like to buy luxury products from brands such as Chanel and Prada. 

In 2023, experts forecast that 22.4% of the total revenue of the luxury goods market will be generated through online sales. After luxury cars, personal luxury goods such as luxury apparel, accessories, watches, jewelry, and eyewear is second-largest in terms of sales. 

In this article, we’ll talk about:

3 reasons why luxury retailers struggle to sell online 

7 unique luxury eCommerce strategies to get more conversions

3 reasons why luxury retailers struggle to sell online 

Reason #1. Luxury brands can’t replicate the personal in-store experience 

When shoppers visit a luxury store, the salespeople offer a VIP experience. They let the shoppers leisurely try on products and are more patient than pushy during the sale. 

Some stores even offer refreshments and shop models who try on the products for the customer. This makes it an ‘experience’ rather than just shopping.  

Furthermore, the brands train their salespeople to cultivate long-lasting relationships with frequent customers. This way, customers are always helped by the same salesperson who knows and understands their preferences.  

Reason #2. Luxury brands don’t like the usual strategies     

Luxury brands attribute selling online as the opposite of what shoppers expect from the ‘luxury’ aspect. 

Instead, they consider eCommerce as ideal for selling mass-produced products and the usual online selling strategies as ‘tacky’.

Ask a luxury brand to run a survey or a discount banner, and they’ll react negatively. And within good reason. When a shopper drops $25000 for a Birkin, they hardly want to fill out a form or would consider a 20% discount. 

Reason #3. Luxury brands try to be ‘too exclusive’ 

Luxury brands try to maintain their status by being exclusive. Any product that is perceived as too ‘common’ or ‘available’ risks losing its luxury aspect. 

Consequently, brands try to use various strategies to keep that luxury status. A few ways include:

1. Not showing the price or even a price range. Instead, luxury brands ask shoppers to contact an advisor or client service executive or visit the physical store.
2. Product pages show a lack of product information which is not enough to click the ‘contact the advisor’ CTA.      
3. Brands don’t show functional or contextual images. Instead many brands only show a simple product image. However, shoppers can’t understand how the product might look when used in context. For instance, a bag might look smaller when a model holds it. 

7 unique luxury eCommerce strategies to get more conversions

1. Collaborate across genres 

When I say Louis Vuitton, you might think of luxury, designer clothes on runways and ambassadors like BTS, and collaborations with known names like Yayoi Kusama.

Think Louis Vuitton x Yayoi Kusama, a viral collaboration, but now with a video game.  

Yes, a video game. The statistics don’t lie. 

Gen-Z and Generation Alpha have also been shown to consume more video gaming-related content than other platforms and content formats. 

“The video game industry is larger than the music and film industry combined,” stated David Reitman, the global gaming lead at Accenture, a strategy and technology services firm. “When you make that statement, it basically has people take a pause.”

Consequently, this game-loving generation comprises a growing share of fashion sales. 

According to a recent report, Millennials and Gen-Z were behind all the growth in the luxury market last year, and the spending of Gen-Z and the even younger Generation Alpha is set to grow three times faster than other generations’ through 2030, making up a third of the market 

Louis Vuitton collaborated with artist Yayoi Kusama to create an impactful campaign by incorporating the iconic infinite polka dots into their products and in-store displays. 

Louis Vuitton created an app-based game as part of the collaboration. Users can download the app on android and IOS. The game is played as objects - such as Kusama-esque faces and the LV logo - appear through augmented reality and users can color it and collect seeds to jump levels.   

The game was a hit amongst fans of both the brand and artist, as well as other habitual gamers.  

We compete with [and lose to] Fortnite more than HBO – Netflix admitted in its 2019 letter to shareholders

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San Francisco-based cosmetics company, Benefit Cosmetics has a unique approach to influencer marketing where they combine gaming and beauty collaborations. Eligible gamers also interested in beauty are hosted on Benefit Cosmetic’s Twitch channel and get free gifts and subscriptions.  

Through these gaming streams, Benefit Cosmetics can reach a new consumer base while building an interesting marketing presence. 

ConvertCart Tips

Here’s how eCommerce stores can sell luxury products: 

1. Luxury brands can incorporate trends such as inclusivity, sustainability, and supporting various causes.

As a brand trying to get high ticket sales, remember to be sensitive toward different aspects of culture and trends. 

2. Incorporate the interests of your collaborators. For example, Selena Gomez’s brand Rare Beauty has a foundation Rare Impact Fund which gives people access to the resources they need to support their mental health.

Space NK, the UK retailer that carried Rare Beauty products pledged to donate 1% of the total sales will be donated to the Rare Impact Fund.    

Read more: Inclusive Marketing: 22 eCommerce brands that do it right

2. Apply unique pricing strategies  

Many shoppers consider certain luxury products as exclusive or ‘collectibles’. Often, shoppers would like to physically view the product before they make a purchase. 

Furthermore, many luxury brands highly customize products to suit a buyer’s preference. In such cases, a shopper might like to see a sample (color, texture, size) or digitally preview what their final product might look like before making any decision.      

See how Boca Do Lobo, a high-end interior design products brand applies different CTAs on their product page: 

If your online luxury brand sells ‘collectibles’ or uniquely valued products, you can try the auction route.  

We love how 1stdibs does it. Shoppers can either place a bid or directly purchase the product. They can see a countdown to know when the bids will close. The product page shows how many bidders are viewing it, a stock alert, and an estimated delivery time. 

Interested shoppers can also see auctions that will go live in the future, so they can prepare to bid. 

ConvertCart Tips

Here’s how eCommerce stores can sell luxury products: 

1. Increase LTV with a gated loyalty membership program. For instance, customers have to basically spend a certain amount in a period of 12 months.

Only then, you can send exclusive invites to the customers to join a loyalty membership program that gives them access to extra benefits. 

2. Luxury brands often have less number of products. This reflects their craftsmanship and the need to stand apart from mass-produced products. Apply rarity to establish ‘luxury’.

Limit the number of products available online and make other products available in-store. Also have online-only collections, which are not available offline, so that customers always see and buy new and different products.   

Read further: 14 underutilized strategies for increasing customer lifetime value in eCommerce

3. As seen in…

The yellow mirror frame acted as a peephole frame in Friends. The minimalist futuristic decor from Star Wars. The famous spikey Iron Throne from Game of Thrones.

Enthusiastic fans are always looking to buy film memorabilia. For some, it’s a hobby, and for others, it’s a lifestyle. 

The stats say it all – Audrey Hepburn’s iconic Givenchy black satin gown which she wore in Breakfast at Tiffany around $920,000. Darth Vader’s helmet worn by actor David Prowse in Star Wars Episode V: The Empire Strikes Back anonymously bought for $898,420 in 2019. 

If your products have been featured in something or if your products have been inspired by certain pop culture, add them to your product description or advertising campaigns.  

See how 54kibo has added details about their product inspiration on the product page: 

ConvertCart Tips

Here’s how eCommerce stores can sell luxury products: 

1. Understand the likes and dislikes of your customer and shopper base.

If they are into K-pop, then it might be a good idea to show it through different features. For instance, your headline copy can reflect song lyrics.

2. Look to collaborate with personalities from different industries and countries. Today, video gamers, e-sports athletes, internet celebrities, Youtubers, Tiktokers, and others have a loyal fanbase.

Due to the reach of social media, these celebrities are famous in their own countries as well. These fans will seek to buy and popularise the collaboration, letting you reach new clientele.   

Read more: Promote your online store in the USA - 15 unique ideas

4. Experiment with personalization  

Luxury products typically are expensive and shoppers prefer having the capability to touch what they are buying. 

With virtual and augmented reality this comes as close to the real touch.

During the pandemic, Balenciaga sent fashion insiders a big black box that had a VR headset with two hand controllers. When the show went live, the attendees were transported from their living room to a blacked-out venue with a raised runway and a soundtrack reminiscent of a video game score. They could actually turn to the people around them and study their body language and wardrobe.   

For luxury brands, AR/VR can be implemented to replicate an in-store experience. 

Nars uses AR on its online store to offer a personalized try-on experience: 

Shoppers can try on different eye-shadow shades, click a picture, download it, and share it with their friends.     

ConvertCart Tips

Here’s how eCommerce stores can sell luxury products with some personalizations strategies: 

1. Geotarget shoppers and offer language and currency options. You can also add a Shop by country category so products are easily accessible. 

2. Recognize returning shoppers through cookie data and test different features on product pages with them. If you are trying to incorporate an AR/VR strategy, ask shoppers to sign up as beta testers.

You can test website features and offer them freebies or discounts as rewards.        

Some further reading: 100 conversion rate hacks for eCommerce stores

5. Offer multiple forms of communication

Before buying luxury products online, shoppers need assurance. 

Shoppers might hesitate to buy a product if they don’t feel they are making the right decision. Especially if they lack knowledge about the product. 

For instance, a shopper is looking to purchase high-end speakers. While they might love the overall style, they might know a lot about the other specifications. And since shoppers are making a high-ticket purchase, they want to avoid any future regrets.   

That’s why it’s important to have a strong customer service team. Just a chat option will not do. 

Build your customer service team with experts who know your products properly and are equipped to answer any questions.      

We love how Tiffany&Co adds the personal touch.

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They offer four different ways to contact experts to help shoppers on their buying journey, including online chats, calling through the website, booking a virtual appointment, and booking an in-store appointment. For shoppers looking to buy an engagement ring or a wedding ring, they can even consult a diamond expert. 

ConvertCart Tips

Here’s how eCommerce stores can sell luxury products: 

1. Get insights from your in-store sales and customer service executives to build great FAQs or a guide page.

They interact with your shoppers and customers and understand any shortcomings. This way you can anticipate problems and offer solutions. 

2. You can offer personal shopping assistants who can go to a shopper’s home or invite them to the store for personal viewing. If needed, luxury brands can offer complimentary installations and returns/exchanges to assure customers.      

We recommend reading: Brilliant ways to appeal to Gen Z (eCommerce strategies)

6. Write content that helps in the buying journey

Product care is one of the most essential parts of selling luxury products. 

Earlier, this would have been a post-purchase strategy. However, today, shoppers need a clear understanding of maintaining and caring for the product before they make a purchase.

For instance, if they are purchasing a gift, then it’s necessary that the product should be easy to maintain or that any repairs/assistance is easily accessible.   

See how Harry Winston has the option to explore product care details on the product page: 

When clicked, the brand takes shoppers to a landing page with all the information regarding product care and different components, and the functioning of the products.  

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Buyers can also request assistance by submitting a request form, and Harry Winston’s salons can help with customizations to repairs. 

ConvertCart Tips

Here’s how eCommerce stores can sell luxury products: 

1. Delve deeper into the manufacturing and production process. Invest in a film that shows the behind-the-scenes of fine craftsmanship and community support.

If your products have historical significance or support certain communities, then make sure to highlight these aspects. 

2. Ask industry insiders, experts, and even ambassadors relevant to your products to write and publish content on your eCommerce store’s blog.

This will offer new perspectives and keep your content marketing strategy interesting.

Read further: eCommerce copywriting: 23 inspiring examples from the US

7. Go for a lean and smooth experience 

Yes, this is the usual advice given to many eCommerce stores. 

But it’s necessary for luxury brands selling online as well. 

A smooth UX helps customers to shop easily. And when done right, it can also be memorable. 

See how Balenciaga has clever navigational cues right on its CTA button. They use pop-ups to show information on size guides and further steps for trying it in-store.  

Once a product is added to the cart, it shows as a preview popup. The green color on top of the cart preview is the only pop of color in the otherwise monotone color scheme. It reassures the shopper their action has been validated.   

For others who are looking to try the product in-store, they can search which store it’s available in and even reserve it in advance. If the product is not available, then shoppers can contact customer service in different ways to acquire further information.   

ConvertCart Tips

Here’s how eCommerce stores can sell luxury products: 

1. Make use of pop-ups to list detailed information about the products so that the product page looks elegant and helpful at the same time.

2. Use microcopy and navigational cues for better navigation. Also, try to limit the number of scrolls on all web pages.

Further reading: 17 *underrated* conversion rate optimization ideas for eCommerce

Frequently Asked Questions 

1. Which products are considered luxury items?

A luxury item is considered as not necessary to live, but as something highly desirable in society. People shop for luxury items as they are produced from high-quality materials, have limited inventory so not everyone has it, and are considered prestigious.   

2. Where to sell luxury items online?

Firstly, high-end items can be sold online on the brand’s website. Second, if you are expanding to other countries, then it’s best to sell through established websites that cater to the clientele that suits your buyer’s persona. Also, explore social media and influencer marketing to reach a new audience.  

3. What do luxury shoppers want?

Luxury shoppers want to feel the experience of purchasing that is as sophisticated as owning a luxury item. 

Shoppers tend to value close relationships with select sales associates. 

Shoppers don’t negotiate and believe it’s worth it to pay more for items that are the highest quality and they value exclusivity.

Luxury purchases are often impulsive or for gift-giving. According to a study, 20.5% of Millenials bought a high-end luxury item for a particular occasion and 18.5% bought one when they wanted “to treat” themselves. 

Luxury shoppers demand their brands to be ‘woke’. They are concerned with the environment, including social and political issues. They demand that luxury brands take a stance on sustainability, race, and gender. 

4. Why luxury brands don’t typically advertise?

Aspiration brands don’t require advertising. Just their name makes an impression. Luxury brands rather invest their advertising budget in improving product and customer experience. 

However, luxury brands are slowly and quietly making strides by experimenting with pop-ups, lives, influencer marketing, and most importantly, collaborations. 

5. Who are the biggest consumers of luxury goods?

Ranked by yearly revenue, the American luxury goods industry leads all other nations by far, generating around 65 billion U.S. dollars in 2020. 

The Chinese luxury goods industry ranked second with a revenue of around 39 billion U.S. dollars. These two were followed by Japan, France, and Germany. The Statista Consumer Market Outlook estimates that revenue in these markets will continue to increase. 

In the U.S., revenue is estimated to reach around 81.5 billion U.S. dollars by 2025.

Total spending on personal luxury goods by South Koreans year-on-year grew around 24% to $16.8 billion, amounting to $325 per capita. Moncler said its revenue in South Korea “more than doubled” in the second quarter compared with before the pandemic. Cartier-owner Richemont Group said Korea was among the regions where sales grew by double digits in 2022, compared with both a year and two years ago. 

How we can help:

98% of visitors who visit an eCommerce site—drop off without buying anything. Why: user experience issues that cause friction for visitors. 

And this is the problem ConvertCart solves. We have helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions. 

Let us help: Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions. And we won’t charge for this one. Get a free UX audit today.