Consumers are fully embracing shopping online from their phones, as shoppers using smartphones increased their spending by 125 percent across all product categories. According to a quarterly report from MarketLive, some physical retailers, in the furniture and housewares categories specifically, even reported triple-digit increases in purchases coming from smartphones.
"Consumers are walking into brick-and-mortar stores with better product information and pricing research than the sales clerks working there. They are literally standing there in the store with their phone in their hands, researching information," said Ken Burke, founder and CEO of MarketLive. "The good news is they are in the store, ready to buy. And the smarter retailers have figured out how to capture these online sales by integrating mobile shopping with their in-store experiences, adapting their marketing programs to align with how shoppers browse on smartphones, and equipping their in-store sales clerks with the tools to find the inventory and complete the transaction."
In addition, the study found that the average purchase order rose to $131.71, an increase of 1.5 percent from the fourth quarter of last year. And overall retailer Web traffic increased 10.2 percent versus the fourth quarter in 2013.
In the housewares and furnishings industry, overall revenue was up 29.3 percent, which included a 121 percent increase in purchases made from smartphones.
And brick-and-mortar stayed strong, growing online revenues by 25.4 percent, which included a gain of 163 percent in purchases made by smartphones.
However, conversion rates for shoppers on smartphones are still three times lower than when shopping from a computer. In addition, conversion on smartphones still lags behind tablets. Smartphones account for 9.1 percent of all online sales and 29 percent of online traffic. And tablets make up 12.9 percent of sales for 12.5 percent of traffic.
Still, the 2014 holiday selling season proved how far smartphone sales have come. On Thanksgiving Day alone, sales via smartphones set a record, according to Adobe's Thanksgiving alert, with $254 million in sales via mobile devices by early Friday morning.
-See this MarketLive press release
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