Net-a-Porter to sell luxury lingerie on WhatsApp

Online luxury retail group Yoox Net-a-Porter is developing technology to allow consumers to buy products directly through WhatsApp.

By becoming one of the first companies to use WhatsApp to sell directly to customers, Yoox Net-a-Porter (YNAP) is seeking a leg up on competitors like FarFetch, where Net-a-Porter founder Natalie Massenet has recently moved to.

Like many luxury lingerie brands in the UK, including Agent Provocateur, YNAP has already been using the app to communicate with consumers.

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WhatsApp has proved a great communication tool for businesses, with benefits including being able to see if clients have read your messages and sending live up-to-date photos.

And now YNAP’s chief executive Federico Marchetti wants to use the mobile app to boost sales.

About 40% of YNAP’s higher-margin, in-season revenue comes from just 2% of its clients, which the company calls Extremely Important People (EIPs)

Marchetti credits some of its biggest sales to chatting to EIPs through WhatsApp. Furthermore, Net-a-Porter’s mobile customers place more than double the orders of desktop users, and on average those purchases are about twice as valuable.

YNAP said it is currently testing the technology and is yet to reveal no details on how buying directly from WhatsApp might work, and how bank details will remain private.

But if YNAP succeeds in developing a safe and effective way for consumers to buy luxury goods directly from WhatsApp, lingerie stockists at Net-a-Porter, including Calvin Klein, Stella McCartney, DKNY, Hanro and Love Stories stand to benefit.




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