Mobile commerce doubles to account for over 23% of online sales

A new report conducted by IMRG and Capgemini has revealed that the percentage of online sales conducted on a mobile device (including smartphones and tablets) has doubled in the last 12 months.

Q2 of 2013 shows the figure at 23.2%, exactly double what it was in Q2 of 2013, where it stood at 11.6%.

Having tracked sales through mobile devices for more than 3 years, the two companies also reveal that mobile’s penetration of online sales has grown by a staggering 2,000% since 2010.

According to the report, the amount of online retail site visits via mobile devices has also experienced significant growth, from 21.1 per cent in Q2 2012 to 34 per cent in Q3 2013.

The report highlights the need for many businesses who aren’t yet mobile-ready yet to adapt and do so immediately. The popularity of smartphones and tablets is rising every quarter, and it is likely many potential customers may be lost to competitors if companies don’t ensure their sites are mobile-user friendly.

Chief Information Officer at IMRG, Tina Spooner, commented: “There appears to be a correlation between the surge in mobile commerce over the past three years and the rise in visitor bounce rates on e-retail websites. While consumers have generally become more confident in using their mobile devices as a shopping tool, the latest data suggests they have also become more demanding.

“Higher search volumes will inevitably result in an increase in bounce rates as shoppers will often compare products and pricing across several brands. However, by offering an engaging and relevant experience for customers across all channels retailers will ultimately achieve the end goal of higher conversion rates and an increase in customer loyalty.”