Mobile Quickly Become Most Popular Shopping Device
Mobile devices are inching closer and closer to driving the most traffic to e-commerce sites, but aren't there quite yet according to a new report from Demandware.
The latest Shopping Index from Demandware shows data from the second quarter when 49 percent of e-commerce traffic came from desktop computers, 13 percent from tablets and 39 percent from mobile devices. What's particularly interesting, however, is that while people are visiting retail sites on their mobile phones, desktop devices are still dominating the percentage of orders completed (65 percent compared to 19 percent on mobile). In other words, people are shopping on mobile devices, just not buying (still). While tablets are losing steam when it comes to e-commerce traffic, they are still outpacing mobile for orders completed (15 percent).
What the disproportionate traffic-to-orders ratio means is that retailers are likely not holding up their end of the deal when it comes to the experience they deliver on mobile devices. Further evidence of this can be seen in the 74 percent increase in basket creation on mobile devices.
While mobile is certainly a browser's paradise - as it is often used as a research tool - those baskets could turn into sales if the process was frictionless. Knowing this, retailers should consider reducing the number of steps it takes to check out. Additionally, as mobile shoppers abandon their carts, retailers will want to ensure their e-commerce platform remembers consumers (and their baskets) if/when shoppers hop on to their desktop computers later to purchase what they had previously abandoned.
Cross-channel retargeting solutions are also a worthy consideration to remind users - regardless of device or channel they are on - to complete their purchases.