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M-commerce booms as retailers invest more in mobile and consumers get more into buying on phones

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Figures from the IMRG Capgemini e-Retail Sales Index reveal that the M-Commerce Index continues to grow, up 136% year-on-year in June and 8% on May 2013. Conversion rates via mobile devices increased from 1.27% in June 2012 to 2.03% in June 2013, as spending via tablets increases driving conversation rates closer to that of desktops.

In terms of sectors performing well, Clothing saw 29% year-on-year growth in June, as the warm weather encouraged shoppers to update their summer wardrobes. Sales for Home and Garden products were also up 35% year-on-year on a like-for-like basis in June, as consumers made improvements to their homes. The good weather spurred Brits to plan their next trip away, with Travel sales up 15% year-on-year and 4% on May 2013.

“The m-commerce Index remains strong as consumer confidence in purchasing goods and services via smartphones and tablets continue to grow,” says Chris Webster, VP, Head of Retail Consulting and Technology at Capgemini. “The findings provide further evidence of the value mobile technologies have brought to the retail sector as consumers continue to shop via this channel.”

Oliver Ripley, Mobile Product Manager, eCommera explains why mobile is on the rise: “Mobile commerce continues to power on in 2013. More specifically, the mobile conversion rate has increased from 1.27% in June 2012 to 2.03% in June 2013 which is a very positive signal that mobile commerce is achieving serious traction in the UK market.

“Two factors are driving this trend. They are push and pull factors. Firstly, modern retailers are investing more in their mobile commerce storefronts, whether that is browser or app. More effort is being put into user interface, the user journey, the payment experience and so on making it a far more pleasurable experience for customers who are using the mobile services. Secondly, users are becoming more accepting of using mobile devices to complete transactions and this is especially true for the younger, Generation X & Y, consumer types.”

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