Ecommerce improvements over recent months have all come about through the mobile sector.
The ecommerce sector has reached a “tipping point”, with all growth in online sales for retailers now coming from the mobile sector, new data has revealed.
According to the latest IMRG-Capgemini e-Retail Sales Index, sales via desktop devices have flatlined over recent months, while significant growth in purchases continue to be witnessed through mobile devices – smartphones and tablets.
The data showed 23 per cent of all ecommerce sales came through mobile channels in the second quarter of 2013.
Furthermore, while online retail sales have grown on average by 15 per cent per quarter, figures excluding mobile purchases have witnessed a steady decline over the same period – highlighting the significant impact mcommerce is having on the retail industry.
Tina Spooner, chief information officer at IMRG, commented: “The latest findings, together with the continuing trend of triple-digit growth in mobile commerce, provide clear evidence of a culture change in digital shopping. Smartphones and tablets offer the kind of experience the modern consumers wants – quick access, wherever and whenever they want it.
“Second screening in front of the TV has turned online shopping into a leisure activity that is fully compatible with our home entertainment lifestyles.”
Indeed, consumers are embracing new ways to shop at present, with ecommerce and mcommerce in particular the driving force behind a sea-change in customer spending habits.
The major contributing factors to this shift towards mobile as the main driver of online sales were highlighted by the research, with shoppers becoming increasingly confident regarding the benefits of m-retail an important issue.
Accessibility for mobile devices through lower purchase costs and more affordable contracts has also helped in this growth, while the convenience factor has also played a part in this improved performance, as more people are now able to head online and shop on-the-go for items.
During the last 12 months, both smartphone and tablet ecommerce performance has grown significantly and while tablet devices continue to take the lion’s share of ecommerce spending – 85 per cent of all transactions – smartphone data has improved at a faster rate.
Indeed, when comparing Q2 2012 to the same period this year, the IMRG-Capgemini study revealed a 130 per cent upturn for tablets, but this was overshadowed by a 210 per cent growth for smartphones.
It all points to an increasingly mobile-oriented retail environment, meaning companies keen to see an increase in sales should be looking to embrace ecommerce as soon as they can.
However, delivering a basic version of desktop sites for mobile users will likely not be enough to drive sales via this new medium, as mcommerce buyers are looking for a smooth and streamlined user experience targeted specifically at them.
Neil Sansom, ecommerce director at retailer Moss Bros, commented: “The growth figures emphasise the importance of mobile commerce now and going forward. The days of just optimising full version sites are over and retailers are now going to have find new levels of skill to optimise mobile as part of the customer journey.”