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Retail sales through mobile growing, but order value and conversion still needs some work

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Omni-channel retailing is increasingly becoming mobile, according to the latest ShopVisible Influence & Impact e-commerce Review for 2014, accounting for 38% of traffic on the ShopVisible platform, compared with 20% this time last year.

In the previous report ShopVisible’s data showed that 30% of site traffic comes from something other than a traditional desktop/laptop computer and, during the holidays, mobile traffic alone accounted for 20% of overall traffic. This trend continues with mobile accounting for 38% of all visits and 21% of total traffic.

Orders from mobile and tablet devices as combined percentage of total order volume increased over the past year. In 2013 only 4% of orders came from mobile devices and 11% from tablets. Both have increased to 6% from mobile and 13% from tablets.

These increases are encouraging, but there is still a significant difference in the amount of traffic that arrives from something other than a desktop or laptop and the amount of orders placed, warns the report. Conversion rates for both tablet and mobile users are still very much lower than desktop visitors. Our data also shows that average order value from mobile traffic is 28% lower than from a desktop. This represents a significant opportunity for companies to increase conversion rates to drive much more revenue from traffic originating from these devices, the study says.

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