One of the contributing factors to the overwhelming growth of ecommerce has been the rapid adoption of smartphones. Of course, computers and tablets are still two of the primary ways that people use their credit and debit card to make online purchases, but smartphones are becoming increasingly popular device for completing these transactions as well.
According to eMarketer, citing research conducted by MarketLive, smartphones still have a much lower conversion rate than tablets and computers. However, in Q1 of this year, the rate of completed purchases using this particular device was 1 percent. One year ago, this number was just 0.4 percent.
In addition, when a consumer visits an ecommerce site, the average revenue generated is $1.04. In Q1 2014, this number was just $0.42. This represents an increase of 147 percent. Lastly, the average order from smartphone purchases online was $128.11. Comparatively speaking, consumers using a computer to buy items online, the average order was $145.05 and on tablets, $141.21.
Other mobile ecommerce statistics
Tobi Lütke, who serves as founder and CEO of Shopify, wrote on the company blog that of the 100,000 online Web portals that use Shopify's ecommerce platform, 50.3 percent of all traffic originated from either a tablet or smartphone. Shopify surmised that one of the reasons why mobile devices in general are having such a positive impact on ecommerce is the fact that social media has become a primary marketing and promotional tool.
Not only are Web retailers actively advertising their wares on these channel, they also receive a boost from consumers who, unconsciously or not, promote certain ecommerce sites. In addition, the always on factor associated with tablets and smartphones makes it much more convenient for consumers to make purchases at any time of the day, no matter where they are.
This year alone, eMarketer predicted that approximately 99.7 million people in the U.S. will use a tablet to complete an ecommerce transaction and 78.3 million more will do the same using a smartphone. It's clear that mobile and ecommerce are inextricably tied to one another and online merchants would be wise to make tablet and smartphone users a priority, particularly as it relates to marketing and promotion.
Not only is the growth of ecommerce not expected to slow any time soon, neither is the use of mobile to buy goods and services online.
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