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BizReport : Ecommerce archives : February 03, 2015

MarketLive data shows 125% increase in smartphone transactions

In the Mobile Commerce Is a Big Deal column: new data out from the MarketLive Performance Index shows smartphone based retail transactions increased more than 100% on their platform - that is across product categories.

by Kristina Knight

"Consumers are walking into brick-and-mortar stores with better product information and pricing research than the sales clerks working there. They are literally standing there in the store with their phone in their hands, researching information," said Ken Burke, founder and CEO of MarketLive Inc. "The good news is they are in the store, ready to buy. And the smarter retailers have figured out how to capture these online sales by integrating mobile shopping with their in-store experiences, adapting their marketing programs to align with how shoppers browse on smartphones, and equipping their in-store sales clerks with the tools to find the inventory and complete the transaction."

Some interesting takeaways from the MarketLive report include:

• Average order value for ecommerce purchases increased to $131.71
• Retailer website traffic increase 10% (Q4 2014 vs. Q4 2013)
• Online revenue increase 9% (YoY)
• Houseware/Furnishing retailers saw 20% increases in smartphone transactions
• Brick-and-Mortar stores increased revenues 25%

"Our online revenues coming from both desktop and mobile increased significantly over the holiday period, despite a device shift in customer behavior which drove mobile visitors up sharply," said Don Delzell, director of online at Short Chalet; MarketLive outfitted 9 of their stores with iPads to help with customer service and purchasing. "We believe that customers begin their shopping journey on mobile devices, often in-store, and then use the device of their choice to complete the journey."

On the not-so-great side of the mobile news: smartphone conversion rates continue to be about three times lower than desktop conversion rates.

Image via Shutterstock

Tags: MarketLive, mcommerce trends, mobile commerce, mobile marketing

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