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Online shoppers are spending more on mobile than desktop – report

Alyssa Clementi

Online fashion shoppers are now spending more money on mobile devices than desktop, according to a new global study from Nosto. The report, titled The State of Fashion eCommerce in 2019, found that 46 per cent of online sales were made on a mobile device, versus 44 per cent that were made on desktop, with tablets making up the remainder. However, consumers are spending almost 30 per cent less time on a website when they use a mobile device than when using desktop.

Nosto, an eCommerce personalization and retail AI platform, analyzed 1.2bn visits to fashion eCommerce websites globally in 2018. After studying the habits of online shoppers, Nosto concluded that retailers must enhance their mobile experiences, so shoppers can quickly find what they want to buy and check out.

The study also found that 58.1 per cent of the traffic to fashion retailers globally is now on mobile, nearly twice as much as on desktop (31.5 per cent). Nosto reported that on average, fashion shoppers browse for 164 seconds when they use a mobile device, versus 229 seconds on desktop. Mobile also showed a conversion rate of 1.32 per cent, compared to the 2.4 per cent on desktop.

“The fashion retailers in our study are attracting nearly twice as much traffic from mobile as they are on desktop, but this creates a major challenge,” said Jim Lofgren CEO of Nosto. “Mobile visitors continue to take less time on site, are spending less per visit and are less likely to make a purchase. How do you maximize the precious seconds mobile visitors give you?”

Lofgren continued: “Part of the solution is about ensuring a mobile optimized website with fast page speeds and easy to view images and content. But the reality is that with a small mobile screen you have less on-page real estate to work with as well as having less time to woo the customer.”

Mobile device revenue per visit (RPV) remains low at $1.44, compared to $2.76 on desktop. Lofgren says the most impactful way to change these findings to favor mobile devices is to personalize the experience based on the shopper’s online behavior.

“Using artificial intelligence and machine learning to drive personalization, you can maximize the space on a mobile screen by automatically showing shoppers the most relevant selection of products and complimentary items, including their preferred brands and styles - all in real-time," said Lofgren

“You can even instantly change the layout of the page and ensure shoppers are seeing the most appropriate images, offers and related content - such as blogs about fashion trends that might interest them. This will be the biggest driver for increasing both mobile sales and order values in fashion, as well as encouraging shoppers to spend longer on your site and to stop by again."

You can read the full report here.