More than 50% growth in online sales has been key to the recovery
Mango sales in some of its main European markets are recovering quickly and are very close to the sales levels the Spanish multinational obtained in the first semester of 2019, the year in which the company achieved record sales.
The strong growth in online sales, especially between March and June, when turnover increased by 50% compared to the same period last year, is driving the recovery.
In this first semester, sales in Belgium fell by just 4% while in Germany, Mango’s third biggest market worldwide, sales have barely fallen by 10% compared to the same period in 2019.
In Russia, the Netherlands and Switzerland, all within the Top 10 for turnover, the reduction is between 10% and 14%.
The fact that these countries have managed to maintain high levels of turnover in such a difficult environment means that company expects to exceed 2019 sales by the end of the year.
“These markets have performed better than expected since the start of the COVID-19 crisis and this demonstrates the wisdom of our commitment in recent years to accelerate e-commerce and omnichannel initiatives. We are continuing to reap the rewards of so many years of effort and investment in the digital transformation of the company”, Toni Ruiz, the Mango CEO, points out.
The digital transformation of Mango
Sales via the Mango e-commerce platform, launched in 2000, account for almost 24% of total group turnover, totalling 564 million euros in 2019. This figure represents a growth of 26.7% compared to the previous year.
The firm, which at the beginning of the year set itself the target of sales via the online channel accounting for 30% of total turnover in 2020, expects to surpass this figure, given the excellent performance of its e-commerce.