EMMAs

1 in 10 Retailers Expects Half of Online Sales to be Mobile this Year

Kirsty Styles

IMRG mobile commerce expectationsIMRG’s latest e-Retail Survey reveals that 11 per cent of senior eCommerce professionals believe that more than half of their online sales will be mobile by year end.

Although this figure has grown from 4 per cent in 2013, 19 per cent said they believe that mCommerce, which includes both smartphone and tablets, will represent less than 20 per cent of their online sales. A further 13 per cent said it would make up less than 10 per cent.

"The latest survey results also reveal that mobile has a key part to play in the multichannel retail environment, with three-quarters of high street or multichannel retailers now having a mobile-optimised website, compared with just over half of pureplay merchants," said Tina Spooner, CIO at IMRG. "With an increasing number of consumers now using their mobile devices to browse and compare products while in-store, it is no surprise that mobile has become an integral part of retailers' multichannel strategies."

The survey also found that 67 per cent of multichannel retailers now offer a Click & Collect option, up from 54 per cent in October 2013.

The survey, of "around 50" senior eCommerce professionals, conducted last month, should possiby be taken with a pinch of statistical salt.