For the first time ever smartphones and tablets now account for more than half of ecommerce sales in the UK, according to new figures released by IMRG and Capgemini.
During the period November 2015 to January 2016, 51 percent of UK online retail sales happened via mobile devices, a significant increase on the 45 percent share recorded in the third quarter of last year.
Smartphone sales account for 18 percent of ecommerce sales while 33 percent of sales came via tablets with desktops and laptop accounting for the remaining 49 percent.
Over the past year smartphones have really started to become a major component of the checkout process and that's what is driving this leap in mobile penetration. In January, sales via smartphones grew 95.6 per cent year-on-year, for example - over seven times the rate of those via tablets.
Tina Spooner, Chief Information Officer at IMRG
The latest figures reinforce the need for retailers to focus on improving their customers experience on smartphones. As mobile platforms become more secure, the payment process is becoming much slicker. The resulting effect is smartphone conversion rates are 70-80 per cent higher than this time last year.
In terms of visits to ecommerce websites in the UK, mobile devices accounted for two-thirds (66 percent) of traffic, up from 63 percent in the previous period. This is also eleven percentage points higher than the same period in 2014, when mobile devices accounted for 53 percent of visits to retail websites.
With smartphone and tablet ownership increasing around the globe, and consumers growing acceptance to buy and sell products online, the number of consumers making purchases online through these devices will only continue to increase.
Retailers without a reliable ecommerce platform that can handle this mobile traffic will be hit the hardest, as plummeting visitor traffic will translate to fewer sales, lower turnover, and stagnant growth.
Retailers need to invest in their ecommerce platforms to ensure they can accommodate the demands of the modern web ecosystem, including the ability to effectively convert mobile consumers into paying customers. Ecommerce retailers who embrace the mobile change will be well equipped to take advantage of gaps left in the market by competitors who have fallen behind.
It can be difficult to get to grips with the constantly evolving ecommerce landscape, particularly during this seismic shift in how consumers access online services, and it’s not always obvious what the right changes should be, in order for a website to stay ahead of the competition.
Mercurytide are experts in ecommerce systems, and have 15 years’ experience in helping clients take advantage of opportunities that arise as the web changes.
To ensure you aren’t left behind, get in touch with Mercurytide now and see how your business could grow.