Third of UK sales made through mobile devices


by CBR Staff Writer| 28 February 2014

Online clothing and fashion retailers have experienced highest growth in the mobile commerce.

One third of all the online sales in the UK were done through a mobile device during November 2013 to January 2014, according to a report from the IMRG Capgemini.

According to the report, m-retail accounted for about 32% of online sales, of which 6% were made through smartphones and 26%were done through tablet devices.

The report also revealed that the traffic of visitors to the e-retail websites using mobile devices increased to 45%.

Online clothing and fashion retailers have experienced the highest growth in mobile commerce rate with 51% of website visits and 36% of sales being made through smartphones and tablets during the fourth quarter.

The increase in mobile commerce across the UK online retail market is said to be driven by an additional 12 million tablets being owned across the UK in 2013, supported by 70% of UK consumers owning a smartphone.

IMRG chief information officer Tina Spooner said that the latest quarterly benchmarking results reveal the penetration of m-retail has surged 2,000% in just three years.

"Consumer confidence in mobile continues to increase and improvements in mobile optimisation and the user experience are certainly factors in this," Spooner added.

"We expect this trend to continue throughout 2014, with visits set to surpass desktop usage over the coming months".

Capgemini retail head, Chris Webster, said retailers have been hugely successful in encouraging consumers to adopt mobile devices as a shopping platform.

"This is thanks, in no small part, to the significant investments that have been made to m-commerce sites which are now more intuitive and user friendly than ever before," Webster added.

"As our shopping behaviours shift from a traditional e-retail model to mobile, retailers will need to overcome the consistently high basket abandonment rates, as well as the significant number of items that are returned."

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