mCommerce Sales Double in a Year

23.2 per cent of online sales came from mobile devices in Q2, 2013, according to figures from IMRG and Capgemini. Thats up from 11.6 per cent in Q2, 2012 – exactly double.

That figure lags slightly behind the 34 per cent of visits to online retailers which come from mobile, though IMRG and Capgemini note that desktop bounce rates are on the rise, up to 26 per cent for the year so far, compared to 21.7 per cent in 2010.

“There appears to be a correlation between the surge in mobile commerce over the past 3 years and the rise in visitor bounce rates on e-retail websites,” said Tina Spooner, chief information officer at IMRG. “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.”

There was also a significant rise in click-and-collect sales in Q2, reaching a record high of 16 per cent of online sales for multichannel retailers, up 33 per cent year-on-year.