Mobile sales near 50% and conversion rates double, IMRG Capgemini finds
Mobile sales are almost at 50%, compared to 31% this time last year, with conversion rates doubling year on year, the latest monthly benchmark figures from the IMRG Capgemini eRetail Sales Index reveal.
While the index has shown that online sales grew 16% year-on-year (YoY) in August – equating to £9.8 billion online propelled by nice weather – mobile had its ‘day in the sun’ logging 49.5% of sales on mobile were made on a phone and 50.5% made on tablet. This is a YoY increase of 18.5% for smartphones, which in August 2015 accounted for just 31% of mobile sales, compared to the 69% made on a tablet.
“The shift towards smartphones as the preferred device for online shopping continues, with almost half of all mobile commerce sales now completed on these devices and annual growth rates on smartphones around 14x higher than those recorded on tablets year-to-date,” says Tina Spooner, Chief Information Officer, at IMRG .
Bhavesh Unadkat, Management Consultant in Retail Customer Engagement Design, Capgemini adds: “It’s reassuring to see consumer confidence remain buoyant — a growth of 16% on the year is extremely strong. Mobile continues to impress with a near even split between traffic from mobile and desktop. However, the more interesting element is how conversion from smartphones continue to increase, it was under 1% last year and is now nearly 2%. Soon it will double again, and if retailers can hold their traffic and drive that level of conversion then it will not be long before mobile overtakes desktop in online sales. As always, a seamless cross-channel and device journey is key to ensure market share gains are driven at a customer level and not just isolated to one channel.”
Last month also saw online only retailers continue to outperform their multichannel counterparts (those with both an online and a physical presence) recording a 22% annual growth, compared to just 13%.