Millennials and Generation Z have become the main force of Allbirds' high conversion rate

According to foreign media reports, Allbirds has seen positive online shopping trends from Generation Z and millennial consumers . The reason is that these two types of consumers pay more attention to the sustainable concepts advocated by such companies.

According to data from Similarweb , a web traffic analysis website, Allbirds' web traffic has grown by double digits since February 2021 , up nearly 40% year-on-year in April and 25% year-on-year in August ; the average visit time per person is about three minutes, ahead of many other DTC companies. In addition, Allbirds' conversion rate is also much higher than other DTC companies such as Wayfair, Blue Nile and Glossier , reaching 6.2%.

Similarweb estimates that most of Allbirds' sales come from customers between the ages of 25 and 34. These millennial and Generation Z consumers are reportedly paying close attention to companies with sustainable consumption concepts.

Allbirds is popular among consumers for its commitment to making shoes with sustainable materials , such as tree fiber and sugarcane , suitable for daily wear. In its early days, the company has always focused on online sales. Even though Allbirds recently opened its 30th retail store in Atlanta , it still conducts a large amount of its business online. As early as late August, the company was ready to apply for an IPO , with a valuation of around $2 billion at the time .

Foreign media reported that in an amendment submitted this week, Allbirds canceled some of these plans, including the goal of listing with a focus on sustainability.

It is worth noting that environmental, social and governance work is becoming increasingly important for all companies, because it is not only in line with the direction of social development, but also an important manifestation of the change in consumer concepts. Driven by the concept of sustainability, in addition to such DTC brands, second-hand resale platforms are also developing rapidly, and domestic sellers can pay more attention to this aspect.

According to statistics, Allbirds has sold more than 8 million pairs of shoes to more than 4 million customers worldwide since 2015. Among them, there are 3.3 million customers in the United States, and net income has increased from US$126 million in 2018 to US$219.3 million in 2020. But as previously reported, the company suffered a loss in 2020.

Allbirds

High conversion rate