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BizReport : Ecommerce : September 12, 2016

Report: Mobile steadily pushing digital commerce

The steady increase of mobile consumers continues to push digital commerce. That's one takeaway from new Demandware data which indicates nearly half (47%) of retail traffic came from mobile phones.

by Kristina Knight

The Q2 2016 Demandware Shopping Index has been released and among the findings is this: mobile is pushing more and more digital commerce. Their data shows that for the fourth consecutive quarter (ending Q2 2016), smartphones took order share from computers. The data also shows that shoppers are placing nearly double the amount of orders via smartphone than tablet.

To help retailers better connect via digital, Demandware is launching the buying intent metric; the new measurement was developed to help retailers determine which shoppers are buying and which are only buying. This can help retailers better tailor the shopping experience.

"In today's new reality of omnichannel shopping, it's important for retailers to understand which visitors are truly considering making purchases, and which shoppers are merely looking," said Rick Kenney, head of consumer insights at Demandware, a Salesforce company. "Overwhelmingly, we're seeing shoppers showing true buying intent in digital, and yes, that means mobile shoppers."

Other interesting findings from the report include:

• Social traffic to retail sites increased 55% YoY, but still accounts for less than 3% of traffic
• Social drove 1% of retail orders and 4% of mobile traffic
• Overall shopper visits to ecommerce sites increased 24% YoY
• Shopper spending decreased 1% YoY

Tags: Demandware, ecommerce, ecommerce trends, m:commerce trends, mobile commerce, mobile marketing

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