As further evidence that e-commerce business owners should ensure their websites are mobile-friendly, a study of 1.4 billion online transactions has revealed that almost half of all UK e-commerce transactions now take place on mobile devices.
The study, by performance marketing technology company Criteo, reported that 48.9% of UK e-commerce transactions took place on mobile devices in the first quarter of 2016 – a 6% increase on 2015. The study also revealed the following:
• iPhones have now leapfrogged iPads as the UK’s primary device for mobile commerce. A fifth of all UK e-commerce transactions now take place on iPhones, up 7% in the year following the launch of Apple Pay.
• Four in ten UK e-commerce transactions now involve multiple devices along the path to purchase.
• The most advanced UK retail industries in the journey towards mobile commerce are fashion and luxury (55% of all e-commerce transactions took place on mobile), mass merchant (50%) and home (46.8%).
• Apps continue to be the main force driving mobile commerce, constituting 65% of transactions on mobile devices around the world, with 35% taking place on the mobile web.
Criteo’s study was released alongside a report by the global analyst consultancy firm, Ovum. ‘The Future of E-commerce: The Road to 2026’ explores how technology will impact the retail industry over the course of the next ten years. The report was written by Ovum’s Principal Analyst, Eden Zoller. Predictions include:
• In the UK, which has the most mature click-and-collect retail market, the value of goods collected in store is expected to rise by 78% by 2020.
• The retail winners of 2026 will be those that can get goods to consumers the fastest and most cost-efficiently.
• Smartphone sales volumes will reach 2.05 billion by 2020.
• By 2026, mobile will be the dominant (but not exclusive) advertising channel for most brands, while in emerging markets, advertising will be a mobile-first experience.
“It’s clear the retail industry is undergoing an unprecedented wave of disruption and innovation,” said Zoller. “Changing consumer behaviour along with key technology developments such as augmented reality (AR) and artificial intelligence (AI) are having a profound influence on retail dynamics. As retail becomes ever more mobile-centric, the range and depth of customer data insights will continue to grow, enabling a richer, contextual view of consumers that will provide retailers with new business models and ways to engage. As retailers prepare for the road to 2026, they will need to create ever more persuasive, interactive, personal brand experiences.”
Jon Buss, Managing Director of Criteo for Northern Europe, also commented on the pressing need for businesses to focus on providing highly personalised brand experiences. “Consumers now expect a highly personalised experience at all stages of the purchase journey,” he said. “With mobile now accounting for almost half of all e-commerce transactions in the UK, the successful retailers will be those who can target people rather than devices, delivering tailored and personal shopping experiences that span digital and in-store.”
The rise and rise of m-commerce
Mobile commerce (m-commerce) isn’t showing any signs of slowing down anytime soon, and it will be interesting to see what the road to 2026 will bring to the retail sector. All signs point to the growth and dominance of m-commerce, but as always, only time will tell. Watch this space for regular updates.
Make the most of your e-commerce site with Fluid Digital
If you’re looking for ways to make your e-commerce site mobile-friendly, get in touch with the e-commerce experts at Fluid Digital today. Give us a call on 0161 762 4920 or fill out a contact form and we’ll get right back to you.