During the first half of the year, 38 percent of all e-commerce traffic came from a mobile or tablet device. However, conversion rates remain much lower on mobile and tablet devices, according to the annual Influence and Impact report by ShopVisible.
ShopVisible's customers reported an 18 percent increase in online revenue during the first half of 2014, with a 42 percent increase alone in the month of June. Online shopping behaviors such as site traffic, orders and revenue, conversion and average order value, and mobile/tablet-specific indicators were all captured in the report.
The significant increase in overall online revenue to e-commerce sites came from a 20 percent increase in the total number of items sold as well as an 11 percent increase in the number of items sold per transaction. In total, website traffic from all sources increased 9 percent.
While the report showed that there is a slight increase in orders from mobile and tablet devices, the big jump seems to be in browsing websites from these platforms. Customers have yet to transact in the same way as they would in a traditional Web experience. This leaves a window of opportunity for retailers to increase overall revenue from mobile devices and tablets through optimization.
A SeeWhy research study reported that men browse and shop on mobile and tablet devices more than women. In 2013, 22 percent of men completed purchases on their phones, while just 18 percent of women did. Twenty percent of men also reportedly made purchases using a tablet, compared with just 17 percent of women.
"Our Influence and Impact report provides timely insights into shoppers' online buying behaviors and areas of opportunity for growth," said Sean Cook, CEO of ShopVisible. "As mobile commerce continues to grow at such a rapid rate, online retailers are realizing the need for an optimized user experience on all devices. E-commerce has come a long way in 20 years and our data-driven insights provide retailers a snapshot of their customers as well as their omnichannel expectations."
Retailers are not side-stepping mobile at all and will continue to invest in this platform when looking forward to the future of e-commerce. In fact, according to a recent ChannelAdvisor Multichannel E-Commerce Study, 86 percent of retailers believe traffic from mobile will increase in the next few years and, therefore, expect to increase their mobile advertising.
-See this ShopVisible press release
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