Watchmakers, fashion, beauty, jewelry… luxury brands are at the digital crossroads, with an important decision to make: how should secular brands integrate and stay on top of the new technologies world? Today, they all know they have to face the luxury e-commerce challenge. Whereas 40% of high-end brands don’t sell via the Web (Bloomberg Business), online sales of luxury goods could triple to €70 billion by 2025 (Altagamma-McKinsey Digital Luxury Experience Observatory.) Because the secret to getting ahead is getting started, and based on my own experience on the matter, here are 10 user experience challenges a luxury brand should consider when initiating a purchase process on their website.

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