Purchases made on mobile sites will increase by up to 68 per cent in 2016, according to predictions from Bizrate Insights.

Looking ahead to the 2016 holiday shopping period, mobile sites alone – the figures dont include apps – are predicted to rise as high as 42 per cent of all online orders. With the added influence of mCommerce apps, this is likely to translate to a majority of purchases.

Smartphones are predicted to make up the lions share of that figure, with a predicted high of 33 per cent in November, as purchases on tablet begin to stagnate or even decline (as shown on the above graph). The exception to this rule is the iPad, which outperformed both iPhone and Android handsets on a model-by-model basis in 2015.

“Retailers – in fact, all consumer-facing brands – need to ensure that their online experience and all core actions work properly and intuitively on iPhones, Android phones, and iPads,” said Bizrate VP Hayley Silver. “Considering the percentage of mobile website purchases projected for 2016, focusing exclusively on your in-app experience may alienate new visitors, thwart conversion or damage your brand.”