Mobile has already passed the 50% of ecommerce traffic tipping point and, by 2022, is likely to account for even more of it – and it all starts this Christmas.
Research earlier this year by Shopgate suggests that some 54% of the $414bn (£297.32bn) from ecommerce sales is expected to be mobile this year, overtaking desktop by the end of 2018. Further study by Worldpay suggests that mobile’s share of ecommerce is now growing at a rate of 16% annually in the UK and is set to be worth £88.1bn by 2022, dominating UK ecommerce.
This Christmas is likely to see 68% of ecommerce traffic come from mobile, according to a global analysis by Walker Sands for Salesforce, with the 2018 holiday season seeing revenues grow by 13% over last year.
It is not only going to be a mobile Christmas, but a mobile new year as well.
That is what the data says – where is the evidence?
One company showing the power of mobile is Holland & Barratt, which has reported its seventh consecutive quarter of revenue growth, much of which it attributes to mobile initiative around its app, in-store and across social media.
Similarly, Accessorize has seen an uplift in conversions of 65% by leveraging mobile user generated content (UGC) to “unlock product discovery”, as the company puts it.
Meanwhile, Amazon and Domino’s Pizza are adding augmented reality (AR) to their apps to drive increased sales through mobile visualisation in the run up to what is likely to be a toughly duked out Black Friday and Christmas sales period.
The interesting thing is that mobile not only now has the majority of the traffic, it is also increasingly the differentiator between retailers that are successful and those that aren’t. While some struggling supermarkets are trialling scan and go to make the in-store experience better, these are but trials. Amazon, Domino’s, Holland & Barratt, among others, are rolling it out and, as Holland & Barratt’s numbers show, to great effect.
Making mobile as useful as it can be is key to retail success and, with a competitive – not to mention for many crucial – Peak season upon us, it is vital that retailers do all they can to service smartphone users. Figures that show how mobile is increasingly the de facto channel to ecommerce is all you need to know: this is where the people are.
Meeting them there is one thing, but giving them what they want on the mobile platform quite another. In this fiercely competitive environment, having an app or a PWA website is not enough on its own: you have to use it to its full extent, with AR, with scan and go, with image recognition – with whatever it takes.