Study: Shopping carts 'essential' to cross channel shoppers

When it comes to online shopping two new reports indicating devices are growing more and more important for shoppers, and not just for making a purchase. Some are using devices to 'store' products they want to buy in carts and some are using devices to research product listings.

by Kristina Knight

First, Bronto Software has released more data from their Consumers Tell All Survey, this time focusing on online shopping carts. According to their findings most online/mobile shoppers (73%) are using carts to store items for later purchase. Why? Because they use more than one device to shop online.

"Shoppers now increasingly use all available devices to make the best decisions and enhance their shopping experience," said Jim Davidson, head of research at Bronto Software. "Commerce marketers need to clearly understand consumer shopping and purchasing behaviors, particularly the move toward mobile, in order to maximize revenue potential and identify effective commerce marketing strategies."

Meanwhile, HookLogic has released new mobile commerce findings which show a strong uptick sales. According to the data nearly one-third (29%) of retail ecommerce transactions are now made via a mobile device (Q1 2015). What's more nearly half (40%) of consumers say 'most is the most important' medium for making a purchase decision. Their report also found:

• Click-thrus via mobile product listing ads are double that of desktop
• 50% of mobile ecommerce searches lead to a purchase
• 69% of those purchases are made within 5 hours
• 76% of those purchases occur in-store

Image via Shutterstock

Tags: Bronto Software, ecommerce, ecommerce trends, HookLogic, mobile commerce, mobile marketing, online cart trends, shopping cart trends