Smartphones accounted for 45.1 percent of all shopping traffic online in the first quarter of 2016. According to a study from Demandware, phones barely took the lead over computers, which accounted for 45 percent of all traffic. The e-commerce software provider predicts that phones will account for 60 percent of all e-commerce traffic by the end of 2017.
As e-commerce continues to grow – it accounted for 7.8 percent of retail sales in the first quarter, up from 1.3 percent in 2002 – the importance of mobile also grows.
"If they can get it right on mobile today and tomorrow, that's where they're going to see a lot of value going forward," Rick Kenney, author of the study and head of consumer insights for Demandware, told Star-Telegram. Sales from mobile more than doubled from 2013 to 2015, according to ComScore.
Kenney added that online shopping will eventually evolve into a mobile-only space. Demandware, which was bought by Salesforce last month for $2.8 billion, predicts that by the fourth quarter of 2018, phone orders will outweigh computer orders by 13 percent.
The mobile shopping sector is growing at a rapid pace. In 2015 it accounted for 94 percent of the year-over-year increase in traffic, 74 percent of the increase in basket creation and 47 percent of the order growth in digital sales, according to Demandware.
- see this Star-Telegram article