Retailers See Mobile Traffic Growth
More consumers are leveraging their mobile devices to shop online, as a new report from ShopVisible reveals that site traffic from smartphones and tablets accounted for 30 percent of all visits in 2013.
The Influence & Impact report found that smartphones alone accounted for 15 percent of traffic in 2013, and peaked at 20 percent in Q4. Unfortunately, the increase in mobile traffic did not result in an increase in mobile sales. When mobile shoppers do make a purchase, however, the average order value is similar to that of desktop user. This is likely the result of consumers browsing from mobile devices and completing their purchase on desktops.
“Our Influence and Impact report serves sellers by helping them make informed decisions about omnichannel commerce trends,” said Sean Cook, co-founder and CEO of ShopVisible. “Chiefly, mobile commerce is booming, so online retailers must provide an optimized experience on all devices, or potentially risk losing sales.”
The study also found that there was an eight percent overall increase in site visits and higher overall revenue for ShopVisible’s clients in 2013. Additional data reveals that more than 25 percent of all online orders were paid for with something other than a credit card, such as PayPal and Amazon Payments. This means that retailers should offer alternate payment options in order to keep up with the demands of modern consumers.
Another noteworthy finding shows that comparison shopping engines (CSEs), like Google Shopping and PriceGrabber, account for up to seven percent of total online sales among ShopVisible’s retailers that leverage CSEs. In fact, ShopVisible’s clients using online marketplaces saw a boost from marketplace sales compared to 2012, with sales from CSEs generating an average of 25 percent of their total online revenue.