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M-commerce usage skyrockets

13 June 2012 - 14:55 by Mike Price

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The significance of the m-commerce market continues to grow, with sales up by 2000 per cent within the past two years, according to IMRG Capgemini.

In an index of the market, it has been found that 8.2 of all sales made via safe shopping online in the first quarter of 2012 were carried out from portable gadgets, including smartphones and tablets.

This compares with the paltry 0.4 per cent of sales that were made from mobiles during the same period back in 2010.

Retailers clearly need to take advantage of the growing m-commerce market, although it seems like their attentions are being held by the fact that twice as many people are browsing their sites than those who are actually visiting and then buying a product.

Twenty seven per cent of people visited a retailer's homepage and then immediately browsed away, which is known as bouncing, in the first three months of the year. Meanwhile in 2011, the bounce rate was lower, at 23 per cent.

If retailers want to encourage consumers to actually spend their cash via safe shopping online then they clearly need to do more to avoid this issue with bounce rates.

IMRG spokesperson, Tina Spooner, said that the competitiveness of the e-commerce market was putting excessive pressure on retailers.

A secondary issue comes from the fact that consumers are now far more discerning when it comes to online shopping. This means that they can take one look at a site and immediately be put off by the branding, which leads to the growing bounce rates.

Because consumers can easily find what they are looking for elsewhere, loyalty is less of a concern and so holding on to customers and maintaining their attentions, whether via desktop or mobile means, is an ongoing struggle for retailers.