Why is Mobile Commerce Booming?
Mobile commerce solution Unbound Commerce conducted a same-store analysis of 350 mobile commerce sites and found a year-over-year aggregate mobile revenue increase of nearly 52 percent in the second quarter of 2015.
Highlights from the study include:
+ Conversion rates jumped 12 percent. Unbound Commerce suggested that the inclusion of Google Wallet and PayPal Express Checkout in the cart sections of many mobile commerce sites are reducing the steps needed in the mobile checkout process.
+ Average mobile user session duration fell 21.85 percent in the quarter and the number of pages viewed per session was down 15.35 percent. That may not be a bad thing however as these lower numbers indicate a "faster and smoother path to purchase for consumers using mobile, and a stronger intent to buy" according to the report.
+ The total number of quarterly transactions increased 66 percent and the total number of sessions increased slightly less (52.61 percent). The gap in these numbers, according to Unbound Commerce, means return customers are buying repeatedly on mobile.
+ The average order size was down slightly (8.70%) from $108.39 last year to $99.36 for the quarter this year, suggesting there is more competition among retailers for consumers using smartphones and tablets.
“Each quarter we run these index reports and are just astounded by the growth we are seeing”, said Srinivasarao Nandiwada, CTO and Co-Founder. “By having a dedicated mobile commerce site that is not simply a resized version of the ecommerce site, our retailers can market specific products to their mobile audience and tweak the mobile delivery for maximum return. When mobile is 30% of sales and over 50% of traffic, having the ability to treat mobile as a unique channel is very important”.