Due to the increasing use of smartphones and tablets worldwide, online retail continues to expand to take advantage of the growing mobile population. In 2022, smartphone retail e-commerce sales in the United States are projected to surpass 432 billion U.S. dollars, up from 148 billion U.S. dollars in 2018. However, despite these optimistic figures and projections, mobile shopper conversion rates in the United States are still lower than for desktop or tablet.
Mobile shopping apps are becoming more profitable for retailers and popular among users. Since 2017, the install-to-purchase ratio, which indicates how successful the user acquisition is, almost tripled worldwide. In the United States, most smartphone users stated to use retail apps at least once a week, while one in five shoppers reported accessing them multiple times a day. Amazon leads the ranking of the most popular shopping apps for iPhone in the United States with 14 million daily active users as of December 2020, on average. Second-ranking Walmart counted almost seven million daily active users among iPhone owners over the same period.
Although many smartphone users in the United States already have firsthand experiences with mobile transactions, attitudes towards the use of mobile payments vary. A 2020 survey found millennials to be more eager to pay with digital or mobile wallets, if compared to other age groups. Roughly one-third of U.S. consumers remain skeptical about payments through smartphone and most people would stick to credit and debit card for major purchases, leaving small daily expenses to mobile payments. However, the possibility of mobile proximity payments holds appeal for mobile users who rely on their digital devices to simplify their shopping experiences. The number of proximity mobile payment transaction users in the United States is projected to reach 80.1 million users by 2023.