Mobile Commerce Is Gaining Relevance
As tablet and smartphone adoption continues to grow, mobile commerce is becoming increasingly relevant to online retailers.
The percentage of e-commerce sales via mobile devices grew from 2 percent in the second quarter of 2010 to 11 percent in the fourth quarter of 2012. This increase was mainly caused by the rise of tablets in general and Apple's iPad in particular. While smartphones are often used to research prices while shopping in brick-and-mortar stores ("showrooming"), people have long been hesitant to make purchases on the relatively small screen. Tablets have erased that problem, offering enough screen real-estate to comfortably go through the entire purchasing process. The conversion rate on tablets is three time as high as it is on smartphones.
The rise of smartphones with 4.7-inch+ screens, often called "phablets", will likely further increase the mobile share of total e-commerce sales, as they combine the ubiquity of a phone with the screen-size, hence the comfort of a tablet.
Online retailers can no longer afford to ignore their mobile audiences and should recognize the growing importance of an attractive mobile presence.
- Share of U.S. mobile e-commerce spending 2010-2016Share of U.S. mobile e-commerce spending 2010-2016
- Annual mobile e-commerce spending in Europe from 2010 to 2014Annual mobile e-commerce spending in Europe from 2010 to 2014
- Quarterly U.S. mobile e-commerce spending 2010-2016Quarterly U.S. mobile e-commerce spending 2010-2016
- Leading online social platforms based on reach in the Netherlands 2016Leading online social platforms based on reach in the Netherlands 2016
- PayPal: annual mobile payment volume 2008-2016PayPal: annual mobile payment volume 2008-2016
- Sinterklaas online shopping revenue in the Netherlands 2015-2016Sinterklaas online shopping revenue in the Netherlands 2015-2016
- E-commerce sales in the United Kingdom (UK) 2008-2015E-commerce sales in the United Kingdom (UK) 2008-2015
- Survey on the share of online shoppers in Germany 2000-2016Survey on the share of online shoppers in Germany 2000-2016
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