As Bain and Altagamma report, online will account for 33% of personal luxury goods sales by 2030, driven by brands’ own websites, digital innovations and an omnichannel approach.

Although the e-commerce spike during Covid has calmed down in the past year, it normalised online shopping. Brands are investing more in their websites in order to keep sales, rather than lose them to the multibrand retailers which have shaped the online luxury experience in the past decade. Own websites also allow brands to track customer data and control the full brand experience.