M-Commerce in fashion: a shopping experience reinvented thanks to phygital
Phygital is now an essential trend, and for good reason: it is revolutionizing the in-store shopping experience. By integrating digital tools into physical stores, phygital creates a hybrid journey where customers benefit from both human interaction and the flexibility of digital.
This model is particularly relevant for the fashion sector, where the physical experience – seeing, touching and trying on products – remains essential, but where the advantages of M-commerce meet the expectations of immediacy and personalization of modern consumers.
Rapid growth in demand for phygital
With the rise of M-commerce, which now accounts for 72% of global e-commerce sales (eMarketer, 2023), the demand for hybrid shopping experiences is increasing sharply in the fashion sector.
In France, 43% of consumers say they prefer omnichannel shopping journeys , where digital complements the physical experience to simplify each step. And stores that have adopted phygital strategies are seeing promising results: studies show that companies offering phygital journeys see a 20% increase in footfall and a 25% increase in sales thanks to in-store digital solutions (PwC, 2023).
An immersive and personalized experience that builds customer loyalty
Phygital combines physical proximity with enriched digital services to create a personalized and immersive shopping journey. According to a McKinsey survey, 80% of consumers consider personalization to be an important purchasing criterion, and brands that offer personalized omnichannel journeys see a 30% increase in loyalty compared to those that do not (McKinsey, 2022).
In-store, tools such as virtual try-on, product scanning and personalized recommendations allow customers to have a more complete view of products, giving them access to information such as origin, style advice or availability.
The advantage of the stockless model
With phygital, stores can display a variety of products without physically storing each model. This model is particularly attractive to fashion retailers: 40% of phygital retailers believe that the absence of in-store stock helps reduce their costs while expanding their offering (Deloitte, 2022). Players such as E-POP Mode are exploiting this opportunity with designer corners in partner stores.
Customers discover pieces in-store and then order directly on their phone for home delivery, creating a seamless and convenient journey. This allows stores to frequently update their collections, attracting customers who are curious to discover new pieces, and record an increase in traffic (by 30% according to Retail Dive, 2023 and 20% according to McKinsey).
Mobile payment: fluidity and security guaranteed
Mobile payment is a major asset of phygital, bringing speed and simplicity to the purchasing process. According to Deloitte data, consumers who use mobile payment solutions complete their purchases on average 40% faster , and brands that adopt these technologies see a 15% increase in the average basket (Deloitte, 2023).
By integrating options like Apple Pay or Google Pay, stores make payment easier, reduce queues and make purchasing more seamless. This in-store “one-click buy” improves the customer experience while reducing cart abandonment, a valuable advantage for the fashion industry.
Social commerce and phygital: a winning duo
Social media is playing a growing role in phygital commerce, especially for younger generations. Around 62% of Gen Z consumers say they prefer to discover fashion products via social media. With the integration of social commerce, they can now buy directly from Instagram or TikTok and then pick up or try on products in-store.
This omnichannel dynamic allows fashion brands to offer purchasing journeys that start online and end in-store, or vice versa. It also helps accelerate the purchase decision and increase brand awareness, especially among millennials, who are looking for engaging and connected shopping experiences.
Phygital, a sustainable retail model for fashion
Phygital, by combining the practicality of digital with the human dimension of the physical, is establishing itself as a promising model for the future of fashion. Statistics clearly show the positive impact of phygital, both in terms of footfall, customer loyalty and sales . Stores that adopt this model not only meet the expectations of an increasingly connected public, but also optimize their costs and product offering.
As the fashion industry continues its digital transformation, phygital is a major asset for brands and stores, allowing them to offer a shopping experience that combines innovation, accessibility and customer satisfaction. For fashion brands, it is now essential to embrace this phygital dynamic to remain competitive and reinvent the in-store shopping experience.
