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article imageReport: Mobile commerce has doubled since 2012

By Dusty Wright     Sep 10, 2013 in Technology
Sales transactions through mobile have doubled since 2012, resulting in mobile commerce sales now accounting for almost a quarter of total sales via the Internet.
According to a recent report published by IMRG and Capgemini, mobile commerce sales are hotter than ever. The trend shows the increasing urgency for retailers to optimize their websites for mobile devices such as smartphones, tablets, and even hi-tech watches. According to IMRG and Capgemini, sales completed through mobile devices accounted for 23.2 percent of total ecommerce sales during the second quarter, up from 11.6 percent in the same period last year.
“A simple solution to turn your website into a mobile site is to recreate a version optimized for mobile devices,” says Forbes contributor Susan Gunelius. “This approach ensures that all of your content and site features will load correctly on mobile devices while offering the exact user experience consumers get from your traditional website.”
However, some retailers are implementing “responsive websites” which are designed to render correctly on both desktops/laptops and mobile devices. Such an approach is also much more expensive, to the tune of $5,000 to $25,000 in added upfront costs depending on design and functionality.
Virginia-based 522 Digital, which does small business website design, says that users are more impatient when browsing the web through mobile. “You have less than 3 seconds to catch a user’s attention on a mobile website before they drift away . . . . With the ever-shortening attention span of mobile users – or any web user, really – it’s more important than ever to implement strategies that boost performance.”
According to a survey conducted by the Econsultancy Mobile Commerce Compendium, nearly half of smartphone owners (51 percent) hadn’t made a purchase using their smartphone in the previous six months. However, many such mobile users are expected to conduct transactions through their devices in the future.
IMRG’s research shows that there was a significant rise in “click and collect” sales in Q2, “reaching a record high of 16 [percent] of online sales for multichannel retailers. This represents annual growth of 33 [percent], up from 12 [percent] in the same period last year.”
More about mobile commerce, 522 Digital, Mobile devices
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