M-Retailing

UK leads the way in social media driving mobile traffic to retailer websites

As much as 6% of mobile traffic to UK retailers websites  is driven by social apps such as Snapchat and Instagram – more than any other country globally.

So finds that latest Q2 17 Shopping Index – a report on the activities of more than 500 million shoppers worldwide, to identify trends and changes in ecommerce – from Salesforce.

The report goes on to show that mobile is quickly becoming the most disruptive force to retail since the arrival of ecommerce. For the first time, mobile phones showed the biggest increase in buying intent in the UK, with 48% year-on-year growth.

Globally, mobile traffic share jumped to 57%, a 23% increase year-on-year. In the UK, mobile phones saw the biggest increase in buying intent with growth of 48% YoY

But it is the growing influence of mobile and social networks that is most interesting. According to the report, social traffic is up 42% YoY and fast becoming the face of brands. In fact, social media is playing a key role in driving traffic to ecommerce sites, highlighting the importance for a unified commerce strategy which is seamless and consistent across all channels.

Jamie Merrick, Director of Strategic Solutions at Salesforce Commerce Cloud comments: “The days when we would wait to log onto a laptop or computer to buy a new shirt are far behind us. Mobile is quickly becoming the most disruptive force to retail since the arrival of ecommerce. Our latest Shopping Index shows mobile phones saw the biggest increase in buying intent with growth of 48% year-on-year. Retailers that have a mobile-first approach are the ones that are winning, especially those that have quick payment options like Apple Pay and Android Pay.”

He continues: “Social apps like Snapchat and Instagram are also playing a part in the increase in mobile traffic. In the UK 8% of mobile traffic is driven by social – more than any other country globally. This trend highlights the importance of unified commerce across all channels – whether a customer shops in-store or is scrolling through Instagram and purchases on mobile, the experience should be consistent and easy for the customer.”

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