M-commerce visits overtake desktop online shopping

Thursday, September 4, 2014 - 10:36 by Graham Miller

This week new figures from IMRG Capgemini revealed that British consumers now browse online shopping websites from smartphones and tablets in greater numbers than ever, with the m-commerce figures outdoing standard desktop site visits for the first time, according to the Guardian.

Fifty two per cent of people who visited a shopping site in the past three months did so from a portable device, although people still turn to desktops when they actually want to go through with a purchase.

UK shoppers use mobiles and tablets to make 36 per cent of their online purchases at the moment, with some product types experiencing even higher penetration rates. For example, 40 per cent of clothes that are bought online originate from portable devices.

Report spokesperson, Tina Spooner, pointed out that the rise of mobile shopping has been rapid, as in 2010, the traffic generated by smartphones was just three per cent of the total e-commerce market in the UK.

£8.7 billion was spent via mobiles and tablets in the past quarter, with this amount only set to rise further, as more and more people choose to shop online away from a desktop PC or laptop.

Of course, retailers have had to adapt to the changing tide of consumer habits, both on the high street and online. Mobile shopping apps and touchscreen-optimised website designs have become common, while bricks and mortar outlets must now cater to customers who will be checking prices and comparing products on their handsets while in-store.

For consumers, the choice of how and where to shop has never been greater and as mobile sales continue to rise, there can only be more opportunities to save money and enjoy a safe, secure retail experience in the coming years.