THE RETAIL BULLETIN - The home of retail news
Lest we forget
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
Interviews
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
Percentage of online sales through mobile devices breaks 5% barrier

The popularity of shopping through mobile devices is continuing to grow at remarkable speed, with sales through mobile devices penetrating the 5% barrier of total e-retail sales for the first time.

OMNICHANNEL

Percentage of online sales through mobile devices breaks 5% barrier

The popularity of shopping through mobile devices is continuing to grow at remarkable speed, with sales through mobile devices penetrating the 5% barrier of total e-retail sales for the first time.

In Q4 of 2011 mobile sales accounted for 5.3% of e-retail sales, which has shot up from 0.4% over the space of just two years. This represents a staggering growth rate of 1,320%. Mobile figures include those made through tablet devices.

2.6% of visits to e-retail sites were through mobile in 2010; this surged to 8.2% in 2011.

Visits to retail sites through mobile devices also experienced impressive growth, breaking through the 10% barrier as a percentage of total traffic for the first time. In Q3 of 2011, 8.2% of visits were through mobile; this rose to 11.6% in Q4.

In the previous quarter there was a surge in click & collect sales, which shot up to 10.4% of total online sales. In Q4 this dropped to 9.8%. At this time it is unclear whether this option has reached a peak in popularity, or whether it is in relation to click & collect options not being available through all retailers during the January sales period.

There was also good news from a fraud perspective, with the number of orders cancelled due to fraud dropping to its lowest level recorded in the two year period – 1.6% in Q4, less than half of that recorded (3.6%) in Q1 of 2010.

Tina Spooner, Chief Information Officer at IMRG, said, “The rise in mobile sales for this quarter is massive, hitting 5.3% of total e-retail sales up from 3.9% in Q3. Although it was already growing rapidly, this actually marks an acceleration in pace. This could have been influenced by Q4 covering the Christmas period, where lots of consumers would have got access to a tablet device for the first time or advanced phone technology such as the iPhone 4S, which was released just toward the end of Q3. Some retailers actually reported that m-commerce sales accounted for as much as 9% of their total online sales over the festive period. Really good news on the fraud front too, which is probably a result of retailers implementing more sophisticated fraud prevention systems.”

Chris Webster, head of retail and technology at Capgemini, said, “The growth in mobile payments is equally as important as the decline in fraud, which has traditionally been a major concern and barrier to consumer adoption in this channel. The news that consumers are more willing to engage and are less at risk is welcome.”

All the above results are taken from the IMRG Capgemini Quarter Benchmarking Index which is an additional reporting tool that is open to all participants in the IMRG Capgemini e-Retail Sales Index. The Quarterly Index tracks over 40 key performance indicators across 7 categories, leading to unique insights into the performance of the UK e-retail sector.

 

 

 

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

The Retail Design Seminar 2018
The Retail Design Seminar 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Seminar 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
AI in Retail Conference 2019
AI in Retail Conference 2019
18 September 2019
Cavendish Conference Center, 22 Duchess Mews, London W1G 9DT
Retail marketing is changing pace rapidly by making communication across all platforms personalised, relevant, efficient, and helpful. AI not only helps shoppers find a perfect product but also pre-empts the shopping behaviour and speeds up payment.
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
The Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019