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Mobile commerce sales have doubled in the space of a year and now account for almost a quarter of total online sales, according to a new report.

It again highlights the growing importance of m-commerce at a time when many retailers are still struggling to develop effective, user-friendly mobile sites and apps. 

The new data from IMRG and Capgemini shows that sales completed through mobile devices accounted for 23.2% of total ecommerce sales in Q2 2013, up from 11.6% in the same period last year.

A separate survey included in the Econsultancy Mobile Commerce Compendium found that half of smartphone owners (51%) hadn’t made a purchase using their smartphone in the previous six months, which shows that there is still huge potential for m-commerce sales to continue rising as a proportion of total online sales.

In the past six months how many times, if at all, have you used your smartphone to make a purchase from a mobile website or using a mobile app?

However the IMRG stats also serve to underline the fact that the mobile web is primarily used for research and browsing rather than making purchases, as m-commerce sales lag far behind site traffic from mobile devices.

As mentioned, 23.2% of online sales came from mobile devices in Q2 2013, however smartphones and tablets accounted for 34% of visits to ecommerce sites (up from 21.1% in Q2 2012).

Click-and-collect

The new report also states that there was a significant rise in ‘click and collect’ sales in Q2, reaching a record high of 16% of online sales for multichannel retailers. 

This represents annual growth of 33%, up from 12% in the same period last year.

Click and collect has proven to be very effective at driving online sales and was a key factor behind New Look’s recent 79% jump in online sales.

Similarly, Argos’ ‘Check and Reserve’ service accounted for 31% of online sales in Q4 2012, while Halfords introduced a click and collect service three years ago and now 86% of all its online sales are for in-store collection.

To find out more about what it takes to be a successful multichannel marketer, come to Econsultancy's JUMP event on October 9. Now in its fourth year, JUMP will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.

Bounce rates

Finally, the switch in device usage also appears to have had a knock-on effect on bounce rates.

At the beginning of 2010 over 97% of retail site access was through a desktop. Over the subsequent three years, as mobile device access began to grow rapidly, the bounce rate rose from 21.7% in 2010 to 23.7% in 2011, before reaching 27% in 2012. Year to date in 2013, the bounce rate is 26%.

This could be caused by consumers researching product options and prices on a mobile device before they eventually make a purchase on desktop.

The IMRG Capgemini figures come from The Quarterly Benchmarking Index which tracks over 40 key performance indicators across seven categories.

David Moth

Published 3 September, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (2)

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Martin Wilson

Why? "many retailers are still struggling to develop effective, user-friendly mobile sites".

This really should not be the case. Many simply will not deliver a return on their investment as their approach is flawed and fails to deliver what the audience expects - too many are following a tick box approach.

For businesses serious about going mobile they need to engage specialists like the Mobileweb Company who understand the challenges of mobile and are focused on return and performance of services.

almost 3 years ago

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Mike @TheStore

I'm personally in the 51% who have not purchased using my mobile. The one caveat to that is I have purchased from the apple store. I think the reason why I did that and perhaps have not bothered on other sites is I was able to enter my cc information on the desktop version of the site and when I go to purchase from the apple store on my mobile I don't have to go through the process of putting in my cc details again which I would hate to do on a mobile.

almost 3 years ago

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