Will Reach 60% Of Traffic By The End Of 2017, Projects Study
For retailers at least, the most important screens are now the small ones.
Smartphones accounted for 45.1% of web-shopping traffic in the first quarter of this year, edging out computers at 45%, according to a study from Demandware, an e-commerce software provider. The firm, which was acquired by Salesforce.com this month, projects that number will continue to increase, with phones accounting for 60% of e-commerce visits by the end of next year.
While the rise of smartphone shopping provides retailers with an opportunity to reach customers any time and any place, merchants face obstacles in getting the most out of their mobile platforms. Those hurdles inclu de lengthy checkout times and payment procedures that deter consumers from completing their orders. Demandware found that mobile-checkout completion is 11% lower than the combined rate from all other devices.
E-commerce accounted for nearly $93 billion in revenue in the first quarter of 2016, or 7.8% of total retail sales, according to US Census Bureau figures. That’s up from 1.3% in at the same point in 2002. The adoption of mobile shopping has been even more rapid, catching many retailers off guard. Sales from mobile more than doubled from 2013 to 2015, according to ComScore, a research firm. Demandware projects by the end of next year, shoppers will place more orders on their phone than on any other device.