Mobile commerce refers to e-commerce transactions completed through a mobile device such as a smartphone or a tablet, on a mobile browser or shopping app. Retailer data from 2017 and 2018 showed that the mobile share of retail transactions in the UK, excluding those made on apps, constituted more than half of all online retail transactions. On average, shoppers spent a combined amount of over 150 U.S. dollars on orders made on tablets and smartphones, which was considerably higher than the average value of online shopping orders made via traditional devices, i.e. desktops.
As shoppers are migrating to mobile devices for purchasing goods and services online, retailers too are prioritizing a mobile-first approach in their sales strategies. Yet in a digital world where consumer attention is the hottest currency, mobile experience becomes a game changer. Page load speed is one metric that arguably plays the most crucial role for brands when it comes to delivering a better mobile customer experience. Google ranking of UK retailers both in 2017 and 2018 showed that a majority of retailers still had a long way to go as far as their mobile websites were concerned, with only a tiny fraction achieving good let alone excellent page load speed.
One other trajectory in mobile commerce today is the variety of available payment methods such as mobile and digital wallets, like PayPal, Google Pay, or Apple Pay. Among multichannel retailers in the UK, such payment options are still a novelty, with only a small share of retailers offering them. On the consumer side of the spectrum, the trend in switching to a digital wallet is more promising, particularly so for younger generations. While those aged between 18-26 (Generation Z or Young Millennials, as it is sometimes referred to) used mobile wallets more widely than other age groups, consumers in the 27-37 age group were quicker to switch to mobile wallets in 2018, compared to the previous year.