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BizReport : Ecommerce : September 03, 2013


Retailers should prepare for a merry m-Christmas

Retailers, already planning ahead for the festive shopping season, need to pay careful attention to their mobile offering this year, perhaps more than ever before. A new report finds that m-commerce sales in the UK have doubled in the last year and now account for 23% of all e-commerce sales.

by Helen Leggatt

New figures just released by IMRG and Capgemini reveal the huge growth in m-commerce in the UK over the last 12 months. The data shows that sales via mobile devices accounted for 23.2% of Q2 2013 total e-commerce sales, up from 11.6% in the same period the previous year.

At the start of 2010, over 97% of retail website access was via a desktop PC. Over the course of the last year, the percentage of retail website visits via mobile devices rose from 21.1% in Q2 2012 to 34% in Q2 2013.

"The record high levels of online sales via mobile devices corresponds with record high rates for click and collect, which now stands at 16% of all e-commerce orders," said Chris Webster, VP, Consumer Products and Retail, Capgemini. "This correlation of mobile ordering and location flexible collection is at the heart of the mobile internet and the impact it will have on consumer behavior. Maybe we are truly entering the Martini age - anytime, anyplace, anywhere."

Meanwhile, the consumer move from PC to mobile has also had an effect on bounce rates. As mobile penetration has increased, so have bounce rates - up from 21.7% in 2010 to 27% in 2012. As of writing, the bounce rate in 2013 is 26%.

"While consumers have generally become more confident in using their mobile devices as a shopping tool, the latest data suggests they have also become more demanding," says Tina Spooner, CIO at IMRG.

"Higher search volumes will inevitably result in an increase in bounce rates as shoppers will often compare products and pricing across several brands. However, by offering an engaging and relevant experience for customers across all channels retailers will ultimately achieve the end goal of higher conversion rates and an increase in customer loyalty."






Image via Shutterstock

Tags: bounce rates, Christmas, e-commerce, m-commerce, mobile shopping, retail trends








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