Thanks to the iPhone and the popularity of smartphones, we've seen rapid growth of mobile commerce over the last couple of years, something we've covered in detail on this blog

According to IMRG stats, 7.7% of visits to UK e-commerce sites came from mobiles in 2011, accounting for 3.3% of all purchases. 

This may seem low, but though most have seen the light, not every retailer has launched a mobile site or app. For those companies with more forward thinking mobile strategies, the gains are there to be had. 

For example, 18% of Ocado's sales came via mobile last year, while Dominos made £10m via mobile last year, and £1m in just one week early in 2012. 

This infographic from IMRG and eDigital Research contains some great stats on m-commerce growth from 2009 to 2012...

 Click image for a larger version: 

mobile commerce infographic

Graham Charlton

Published 4 April, 2012 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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Comments (5)


, Foviance

Our Head of mobile, Bill Wessel, commented:

"It’s great that mCommerce is growing and it’s interesting that fashion in particular has seen the largest growth (although everything has grown). The question is whether this growth will follow the same pattern as eCommerce has and whether that would even be an appropriate thing to expect.

After all, mCommerce is standing upon the shoulders of eCommerce, it is unlikely to ever supplant it completely. We also need to acknowledge the position of the smartphone as a key part of the shopping journey, but not as the actual means of making the transaction (so the picture may be even brighter for smartphones than the chart shows.)

To provide the best possible experience, retailers need to be looking at the complete customer journey to understand where best to target their mobile efforts."

over 6 years ago


Luke Puplett

Pie charts are bad mmkay. They take ages to process and make me squint. Give me a bar chart any day.

over 6 years ago



I couldn't agree more Charolotte, customer journey for some reason seems to be the least worry when developing mobile apps. But then when you look at different elements of an mCommerce platform, customer journey is the key element to improve overall conversion rate (ROI).

over 6 years ago



Some very interesting stats to consume. Will be interesting to compare in another 12 months the differences and if businesses have adapted to the mobile trend.

over 6 years ago


Mobile Commerce Banking

There is a booming in mobile commerce. It has become more and more convenient now days. I think it's a great way to do banking. It makes things a lot easier for me.

over 6 years ago

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