What: Although still below 2019 sales levels, Nordstrom is well engaged in its digital transformation with an impressive 46% of sales achieved online, mainly thanks to its apps.

Why it is important:  Online is not anymore merely compensated lost offline sales, or coming as a complement to stores, but gaining market shares on its own.

While reporting Q1 2021 performances, Nordstrom announced that its total revenue YTD was still 13% below 2019 levels. However, e-commerce rose +23% last year, amounting to 46% of its total revenue, total revenue grew +44% vs. 2020 to USD 2.9 bn achieved through 100 Nordstrom stores, 248 Nordstrom Rack locations and the Trunk Club subscription service, and net loss was reduced to USD 116 million, from USD 520 million at the height of the pandemic.

Growth has been driven by the new apps (downloaded more than a million time), contributing to 75% of digital traffic and 2/3 of total digital sales.

Erik Nordstrom reiterated the fact that he was confident to achieve a full year performance of +25% with half of sales performed online, by anticipating a strong second half year.

Nordstrom Reduces Losses in Q1 

Nordstrom Reports First Quarter 2021 Earnings