The rise of m-commerce – online sales made using smartphones double during March

27th April 2016

As previously reported on our blog, m-commerce – online sales made using smartphones – is continuing to grow exponentially, with the latest reported figures showing that the value of retail sales made via m-commerce has more than doubled in comparison to the same sales period in 2015 – with a 101% increase compared to a mere 6% rise in sales made via tablets.

m-commerce gains popularity

According to the IMRG Capgemini eRetail Sales Index, this m-commerce trend was the driving force behind an overall increase in online sales of 11% – with the average basket size of an online order rising to £82. The main stand out sector during this period, in terms of sales growth was home and garden. This sector experienced it’s best performance since February 2014, demonstrating a 26% increase in sales, year on year. The average basket value of a home and garden sale during March was £93.

The accessories sector also experienced a surge in sales – performing particularly well in March with a 58% increase in online sales – it’s most significant level of growth since May last year.

Speaking to Retail Week, Richard Tremellen, Retail Insight and Data Specialist at Capgemini suggested that these increases across the first quarter marked a sizeable shift in consumer confidence in online shopping.

Tina Spooner, Chief Information Officer at IMRG suggested that improvements in technology contributed to this increased confidence:

“There is no doubt that larger screen sizes have enhanced the user experience on smartphones over recent years which is a key factor in the shift towards shopping on these devices.

“Not surprisingly, many retailers are placing a significant focus on their mobile strategy as consumers shift towards handheld devices when purchasing online.”

Now it is up to retailers to work with this information and continue to tailor their m-commerce offer – with responsive online shopping websites and apps, tailored specifically for m-commerce. As we noted in last weeks blog on John Lewis’ smart show room – thanks to retail technology – the industry is changing rapidly and the most successful retailers are those who effectively analyse the available data and respond rapidly to consumer trends, whilst also forecasting for the future.


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