More than half of the maternity apparel retailer’s online traffic comes from mobile shoppers.
Borders.com generated web sales of $11.4 million in the first quarter. Total sales declined 12% in Q1 while comparable-store sales at Borders superstores and Waldenbooks decreased 13.5% and 5.5%, respectively.
Borders.com, the e-commerce arm of books retailer Borders Group Inc., generated web sales of $11.4 million in the first quarter.
Overall the web accounted for 2% of total sales, which decreased 12% in Q1 to $641.5 million from $729.5 million in Q1 of 2008. Comparable-store sales for Borders, which launched its e-commerce site in the second quarter of 2008, decreased at Borders superstores and at Waldenbooks by 13.5% and 5.5%, respectively. Borders, No. 212 in the Internet Retailer Top 500 Guide, posted a GAAP net loss in the first quarter of $86 million vs. a net loss of $30.1 million in the first quarter of 2008.
Even though web sales are only a small part of total revenue, the retailer says it is planning to expand its web and online marketing programs.