Custora: More people making more purchases via mobile

In Custora's E-Commerce Pulse report the mobile commerce trend is clear with the market worth more than $40 billion, double that of 2013, and on track to reach $50 billion by the end of this year.

Back in 2010, the mobile ecommerce market was worth just $2.2 billion, rising quickly to reach $42.8 billion in 2013 - a growth rate of 1,875%. Similarly, in 2010, just 3% of online store visits came via mobile - that figure now stands at 37%.

Custora found that direct traffic is the primary driver of mobile ecommerce purchases (32.9%) while email marketing drove 26.7%. Organic search accounted for 16% of ecommerce orders but social accounted for less than 1%.

While paid search accounted for 13.4% of ecommerce purchases on smartphones, it was the highest driver of purchases on tablets (24.8%).

While mobile is a rising star, Custora's data, derived from over 70 million consumers, 100 Internet retailers and $10 billion in transaction revenue, shows that purchasing via a desktop remains the dominant channel - more than two-thirds (76%) of consumers solely use this channel.

Interestingly, Custora found that shoppers felt most comfortable making their first purchase with a retailer on desktop but, once trust was established were more willing to make future purchases on their mobile device.

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Tags: email marketing, m-commerce, mobile, online shopping