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Which E-Commerce Sites Won the Luxury Space in 2016?

While luxury may still have a chilly relationship with e-commerce, in 2016 Net-A-Porter showed how you can successfully sell luxury brands online.

Net-A-Porter, as well as its menswear offshoot Mr Porter, were both named Luxury Daily’s 2016 Luxury Retailer of the Year. The site credited Net-A-Porter’s online exclusives for helping to drive customers to brands that have traditionally been averse to selling online.

Tiffany, for instance, selected Net-A-Porter as its exclusive e-commerce partner, and is currently the only site outside of Tiffany’s website where their jewelry can be purchased. 2016 also saw IWC Schaffhausen’s timepieces come to the site.

Net-A-Porter and Mr Porter placed just ahead of first runner-up Nordstrom and second runner-up Barneys New York. Nordstrom was credited for trying to reach out to young consumers, an audience traditionally averse to shopping at luxury department stores.

In 2016 the retailer hosted a Snapchat contest for 2,000 college undergrads, as well as sponsoring phone charging stations at music festivals.

Barneys, meanwhile, marked 2016 with a steady stream of content both in-store and online. The retailer expanded its editorial offerings with the launch of a digital city guide, as well as publishing its first book. Barneys also added new retail doors, most notably with the launch of its sleek new Chelsea location in Manhattan.

“These four retailers demonstrated a willingness to integrate digital touchpoints into the shopping experience, additions that luxury stores are facing increasing pressure to implement,” said Luxury Daily in its report.