The era of mobile shopping

The latest data from Demandware's digital growth commerce suggests that 2015 was the year of mobile shopping.

The index is an analysis of data from the same sites over a period of time, taking into account the behavioral characteristics of 400 million resource users.
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To do this, Demandware collected transaction data from commercial sites from 2015 to 2014.

Throughout 2015, we have seen rapid growth in the use of smartphones. And now these indicators have reached the highest point and allowed to consider the mobile as one of the most technologically advanced platforms for promoting retail.

In the UK, three key indicators of e-commerce retail have been investigated:

• the number of site visits
• number of steps for sending goods to the basket
• and direct ordering.

The first two indicators increased significantly due to the use of smartphones. Accordingly, visits to sites and sending to the basket on desktops and tablets decreased in percentage.

The numbers of visits and orders through tablets decreased to 11% and 6%, respectively.

In turn, the number of visits via smartphones increased from 36% to 42%, and the number of orders from 31 to 37%.

“In 2015, shoppers became mobile, and this allowed retailers to discover the opportunities of the mobile first ,” said Rick Kenney, head of consumer services at Demandware. “For the first time, an increasing number of customers are communicating with brands via mobile devices. Therefore, focusing on this particular millenial, you need to ensure that they interact quickly and comfortably with the company in their usual format . ”

In addition to increasing the popularity of phones, the study also revealed a number of other trends that may remain in the UK in 2016.

The first is to reduce the time spent on the site . Demandware calculated that the average time spent on the site for the 4th quarter of 2015 decreased by 13%, and the time spent on the site from smartphones - by 20%.



Due to the fact that brands increase personalization in communication with customers, their time on the site will decrease further. Convenient and intuitive functionals of services allow buyers to spend minimal time on online purchases.

The second trend is online shopping baskets as currency . The more baskets customers create, the better is cross-channelization within the company. And this is great news for buyers who are used to making purchases through electronic payments, for example, being in transport.

And last but not least, the trend is the growth of consumer expectations . Now buyers want to get not only free shipping and discounts, but also want to use convenient and understandable services, “sharpened” exclusively for them.

And how do you use the trends of mobile shopping when building communication with customers? Share your answers in the comments.



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