mCommerce Purchases to Exceed $700bn by 2018, says Juniper

Alex Spencer

mCommerceAnnual retail purchases on mobile devices, including tablets, will reach $707bn (£431bn) by 2018, according to Juniper Research. That's equivalent to 30 per cent of all projected online retail spending. Last year, by comparison, mobile accounted for 15 per cent of eCommerce spend, at $182bn.

This growth, according to Juniper, will be driven by the increasingly mobile-focused strategies of major retailers - though the report points out that only a small minority have optimised their sites for tablet users. The analyst also argues that retailers need to work on adapting to showrooming activity, by incorporating mPOS tablets with price match capabilities in-store.

"This means that not only is the retailer proactively offering the consumer the opportunity to price check in-store, but that the purchase can be made immediately, without having to queue elsewhere in the store," said report author Windsor Holden.