Friday, 17 January 2014 00:00
27% of UK online sales originated from mobiles
Solid proof of the importance of mobile to commerce
Article by Annich McIntosh.
A significant 27% of online sales in the UK last December originated from a mobile device.The figure was up 138% on 2012.
This is the finding from Capgemini and IMRG in a study which concluded that 2013 was a good year for online sales, showing a 16% increase in retail transactions made over the internet with 21% of all retail sales now coming online.
The IMRG Capgemini e-Retail Sales Index showed growth was higher than the 12% originally forecast, with a total of £91bn spent online in 2013.
Tina Spooner, CIO at IMRG, said: “With online shopping having become part of our everyday lives, the growth levels we are seeing in the e-retail market won’t be slowing down any time soon.
“We predict that the UK online retail market will achieve 17% year-on-year growth during 2014, and we expect the £100bn threshold will be broken, with a staggering £107bn predicted to be spent online in the UK alone this year.”
The study recorded an £11bn total spend in the UK during December 2013 alone, an 18% year-on-year increase.
It is the mobile growth that is particularly awe-inspring, especially as industry experts are bemoaning the lack of ubiquity, order and useability of mobile payments offerings.
But Spooner claimed this increase in mobile sales is hardly surprising, since four in 10 visits to online retail sites are made through mobile devices. It is also important to note that mobile devices include tablets, which or many people are replacing the big screen home PC.
Sean McKee, head of e-commerce and customer services for footwear retailer Schuh, said people who have grown up without PCs now have the opportunity to shop online, encouraging older generations to contribute to the figures.
He said the introduction of cheaper tablets has widened the opportunity for mobile sales to increase.
"It's opening mobile shopping up to people who have not had it before,” he said.