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BizReport : Ecommerce : September 03, 2014


'Huge landmark' as ecommerce mobile traffic overtakes desktop

For the first time, visits to U.K. online retailers via mobile devices have overtaken desktop, according to IMRG figures released this week.

by Helen Leggatt

According to the latest IMRG Capgemini Quarterly Benchmarking Report, 52% of traffic to online retail websites came from smartphones and tablets during Q2 2014.

Around £24.2 billion (US$39.8 billion) was spent online in Q2 2014 of which £8.7 billion (US$14.3 billion) was spent via a mobile device. A third (36%) of online sales in the U.K now take place on a mobile device, the vast majority (82%) on tablets and 18% on smartphones.

Calling the news a "huge landmark", IMRG's chief information officer Tina Spooner noted that this latest milestone represents a whopping 2,000% growth over the past four years. In 2010, mobile visits to online retailers accounted for less than 3% of traffic.

"As retailers further develop their m-commerce platforms and as the technology becomes increasingly more sophisticated, we'll see the role of the desktop in our day-to-day shopping cycle diminish," said Capgemini digital services leader and vice president Alex Smith-Bingham.

"It will be very interesting to see just how wide the gap between mobile and traditional e-retail will become in 12 months' time."

Image via Shutterstock

Tags: ecommerce, mcommerce, mobile, online retail, smartphone, tablet, U.K.










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