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Online sales growing in importance for retailers, with more sales coming via mobile: studies

The growing importance of ecommerce, and within that m-retailing, is underlined by two new reports published this week.

More than 40% of UK ecommerce transactions already take place via mobile, according to performance marketing technology company Criteo. It predicts that by the end of this year, 40% of global ecommerce transactions will take place via mobile devices. In its Q1 2015 State of Mobile Commerce report it found that mobile devices were already responsible for a third (34%) of worldwide ecommerce. In Japan and South Korea, more than 50% of transactions took place via mobile in the first quarter of the year, but in the US mobile transactions are slightly behind the trend, at 29%.

“Mobile commerce is growing like a weed,” said Jonathan Wolf, chief product officer at Criteo. “In just the last three months there was a 10% increase in mobile transactions in the US. Smartphones are now the majority of mobile transactions, and the growth of larger screen sizes and better mobile sites is only going to accelerate this trend.”

Meanwhile 75% of IT professionals questioned in an 11 country survey of more than 300 IT executives by the International Data Group (IDG) for internet performance company Dyn said online sales represented at least half of their 2014 revenue. A third said it represented 75% or more of revenue. A third of those questioned said that half of online sales in their organiastion were made over mobile devices.

More than two-thirds, found the study, thought the best customer service came online, whether through a website, mobile site or app.

Paul Heywood, managing director EMEA at Dyn, said: “Consumers are willing to spend their money with retailers who provide the best online experience. The expectation is regardless of where customers are geographically located. Retailers must continue to work to make their customers’ shopping experience faster and easier.”

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