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Smartphone dominance of e-commerce expected to increase this Christmas

08 November 2018 - 10:55 by Graham Miller

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A whopping 68 per cent of all site visits that retailers receive in the run-up to December 25th this year will be generated by mobile devices.

This is based on prediction made by Salesforce, with analysts scouring vast amounts of data to determine just how influential m-commerce will be to the overall market for safe shopping online.

It is also believed that revenues will rise by 13 per cent during the festive shopping season, when compared with the same period last year.

Another intriguing revelation made about consumer shopping habits is that just over a third of sales will be generated as a result of automatically generated suggestions for products that e-commerce sites provide customers. This feeds into the idea that AI will have more of a role to play in shaping spending in the future.

Experts expect that 50 per cent of all festive purchases will have been made prior to the 2nd of December, with Black Friday and Cyber Monday accounting for 18 per cent of the seasonal shopping total alone.

While mobiles will dominate in terms of site visits, they will take a slightly smaller 46 per cent slice of sales. This still outstrips the 44 per cent accounted for by laptops and desktop computers, leaving tablets in a distant third with nine per cent of the market.

Report spokesperson, Rick Kenney, described m-commerce as being a true disruptor, convincing consumers to change their browsing and buying habits.

This will even have an impact in bricks and mortar stores, with four in five consumers under the age of 44 saying that they will be pulling out their handsets while visiting the high street. This will further determine the trajectory of sales and could cause problems for physical outlets.