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BizReport : Mobile Marketing : July 11, 2014


Reports: M:commerce up, in-store traffic down

Custora's latest numbers indicate mobile commerce could hit $50 billion by the end of the year (US). According to their data traffic from mobile devices to ecommerce sites has hit the 37% mark with m:commerce sales hitting the $43 billion mark last year (2013). In 2010 mobile commerce brought in just $2 billion in sales.

by Kristina Knight

"Retail is changing, and cross-device shopping is at the heart of the change. High-value, repeat customers are now three times more likely to be cross-device shoppers than they were in early 2012. The fastest-growing retail brands segment their customer base, and know that different customer segments have unique device preferences, which often translate to varied product category preferences, and specific purchasing patterns," said Corey Pierson, CEO of Custora. "Mobile commerce continues to grow at an astounding rate. It's only a matter of time until mobile orders represent the majority of online commerce. Meanwhile, as mobile is growing, the landscape is dramatically changing. Mobile shopping used to be synonymous with Apple, but that's no longer the case. Samsung is truly making a dent in mobile shopping, and Amazon Fire is growing quickly."

Other interesting findings from Custora include:

• Less than 1% of m:commerce comes from social networks (Facebook, Twitter, Pinterest, etc0
• Apple's share of m:commerce was 75% in 2012 but now accounts for 54% of sales
• Amazon's Kindle Fire accounts for 4% of m:commerce sales
• Samsung's mobile devices account for 12% of sales

As for how shoppers are acting in-store, June data just out from Euclid indicates traffic into bricks-and-mortar stores decreased nearly 10% for the month - this despite school releasing for the summer and kids being home - and available for more mall trips. Despite the downturn in traffic, overall sales for June were up - Euclid recounts a 2% YoY general merchandise sales increase and a 4% increase in clothing/apparel sales. Other interesting findings from Euclid include:

• Storefront conversions increased
• Time spent in-store increase 8% YoY
• Repeat visits were down slightly

Image via Shutterstock

Tags: Custora, ecommerce trends, Euclid, mcommerce, mcommerce trends, mobile marketing










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  • ken bane

    M-commerce up, store traffic down, store sales and time-spent-in-store up.

    How is it that store traffic can go down but sales go up?

    The key is that m-commerce is up. Only a fraction of mobile browsing leads to direct online sales. A good portion of the rest are customers preparing for physical store visits.

    Thanks to mobile, customers are walking into stores with far more knowledge and purchase intent than before. In fact, the bulk of purchase intent formation is shifting from in-store to pre-store.

    Forward leaning retailers are already addressing these trends, while others are lagging behind.




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