Mcommerce continues to power ahead

Numbers out from mobile commerce sales over Valentine’s Day reports sales in the US up 35 per cent over 2014. And with mobile accounting for nearly half of online traffic, it’s clear that a mobile strategy is a must have for retailers.

The latest numbers from the IBM Digital Analytics Benchmark, which tracked sales in the week up to Valentine’s Day, showed an increase in online shopping in the US of 10.2 per cent over the same period in the previous year. Retailers looking for growth need to integrate mobile into their strategies sooner rather than later.

Mobile accounted for 47 per cent of all online traffic, up 27 per cent from 2014, while mobile accounted for 23 per cent of all online sales. That’s up 35 per cent over the same period last year.

While smart phones drove 34 per cent of traffic, against 12 per cent from tablets, perhaps the most interesting piece of data was that that sales through phones accounted for 11 per cent of all sales, with tablets only 1 per cent higher at 12 per cent. This is unusual as tablet sales have historically dominated smartphone sales.

It seems as if the phone is now sneaking up on the tablet as the preferred mobile device for purchase, as well as being the browsing device of choice, a situation that hasn’t changed.

As usual, sales from Apple devices led the mobile way, with iOS at 17 per cent of sales compared to 6 per cent from Android devices. Apple devices also accounted for more than two times the overall online traffic than Android.

There is no doubt that the majority of purchases still take place in a physical environment, mobile’s impact on online search and shopping is become more concrete every day.