Mobile shopping to drive 53 per cent of online sales, report finds
Mobile shopping is predicted to account for 53 per cent of all online purchases during this year’s Christmas season, extending the trend of growing mobile dominance in e-commerce.
According to research by Adobe, mobile shopping will outperform desktop purchasing outside of the holiday season.
The rise in mobile shopping has also been aided by expansion in certain e-commerce categories. One notable example is grocery, where smartphones accounted for 68.2 per cent of online transactions in July.
Personal care accounted for 77 per cent of online purchases in July, while mobile was also the major transaction channel in clothes, accounting for 60.8 per cent last month.
“Adobe Analytics data shows that consumers have embraced mobile shopping for purchases that are more frequent and lower in price, but we expect larger purchases will begin to shift towards smaller screens as well,” said Vivek Pandya, lead analyst, Adobe Digital Insights.
“Adobe’s data also shows that basket sizes on mobile are 32 per cent smaller than on desktop, which presents both a challenge and opportunity for brands to refine mobile experiences and close the gap to drive revenue.”
Adobe says that this move enables smaller retailers as mobile tends to promote more impulse spending, which leads to revenue growth.
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