The big E commerce firms are taking the largest part of the digital traffic pie. Companies like Burberry, Coach, Michael Kors, Kate Spade and Tory Burch are some of the 10 of L2’s Inc.’s Digital IQ Index: Fashion. A study which studied 83 brands on different metrics of Web site and e-commerce like traffic, digital marketing, social media, and mobile. In simple terms the bigger firms are getting bigger and the smaller firms are staying afloat but with a lot of effort. The top 10 firms in the study are receiving two thirds of the online traffic. The top 10 sites drive an estimated sale of about 70 to 80% of the overall sales.

The conversion rates of the top 10 sites are high because most of them have better sites and operations which translate in more clicks and sales. The companies are taking it very seriously to maintain their top positions. Gucci has relaunched its website in North America incorporating richer imagery and more editorial content to increase consumer engagement and Chanel has started selling eyewear recently. It is a cycle that continues to work in favour of the bigger online players. “The people who invest and drive the traffic get to drive that traffic first. It’s a mad race to figure out every new tool.” explains Al Sambar, managing partner of Kurt Salmon.