Mobile Shopping Focus Report

An analysis of 20 million transactions and one billion ecommerce site visits

Mobile shopping is surging, and represents the biggest disruption to digital commerce since commerce went digital. Shoppers are more likely to first interact with a brand on their phone. Given this new retail reality, it is imperative that retailers adopt mobile-first strategies.

This report analyzes:

  • A new way for brands to benchmark their mobile performance
  • Best practices for mobile search, UI and checkout
  • Traffic share by device type, model type and OS
  • Best practices for building and maintaining a mobile app

Download the report for a deeper dive on these topics, and to learn how retail leaders approach mobile shopping. 

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Mobile is First in Traffic

2016 ushered in the next wave of digital shopping, as phones for the first time drove more traffic globally than any other device in the first quarter. Phones now hold 45% traffic share globally. This milestone is not the apex. Retailers can expect to see more than 60% of traffic from phones by the end of 2017. Mobile-obsessed millennials and Gen Z are driving this shift, and brands that appeal to this demographic serve as harbingers for the broader market by attracting a much higher share of traffic from phones.

Unifying Commerce Through the Shopping Basket

Shoppers have adopted the cart as their new wish list. In just the last year, shoppers created 70% more carts on phones, thanks in part to a 17% increase in ‘add to cart’ rate on phones. Meanwhile, only 3% more carts were created on tablets and computers combined. A recent survey from Bronto found that 73% of online shoppers use the shopping cart to store items to buy later.

Best Practices for Organizing Around Mobile

The impact of mobile on the organization can range from minor additional work to major transformation, depending on how well the potential of mobile is leveraged. At its simplest, an optimized mobile channel requires tailored page layouts to be developed and managed, more image sizes to be produced and additional QA to be done for every site modification. This puts additional day-to-day burden on content production, web operations and merchandising. However, most retailers would also implement a tailored mobile user experience, which requires specialist UX design and management.