Last week we reported on a massive mobile growth in the British e-commerce space. Today IMRG and Capgemini released figures on the actual sales happening on mobile devices and the UK has now reached a tipping point.
For the first time ever smartphones and tablets accounted for over 50 percent of UK online sales according to Capgemini's measurments. 51 percent of online retail sales, during November to January, were mobile in the United Kingdom.
- This is a very significant milestone in the history of the online retail sector and reflects the work retailers have put into improving the customer experience on smartphones, said Richard Tremellen, Retail Insight and Data Specialist at Capgemini.
The growth of mobile has accelerated in the UK and behind the increase are better mobile platforms and slicker checkouts, in combination with an increasing use of smartphones for managing our lives.
- In 2014 the rate of growth via smartphones appeared to be slowing down, but in 2015 it shot up again. The main reason for this is likely to be related to the design trend for larger screens, but many mobile retail sites have improved significantly to give a far better experience and inspire confidence in shoppers, said Tina Spooner, chief information officer at IMRG.
"Our Fastest Growing Sales Channel"
The large traditional retailers House of Fraser and John Lewis confirms the crazy mobile growth in e-commerce.
- We are not surprised by the growth of mobile devices reported today. Mobile has been clearly identified as a priority area for House of Fraser, with over 40% of online sales coming from a mobile device last year and growing at a rate of over 100% year-on-year, said Andy Harding, Chief Customer Officer at House of Fraser.
- Mobile is undoubtedly our fastest growing sales channel. In 2015, convenience remained the number one priority for customers and mobile gives them the opportunity to shop whenever and wherever they wish, said Mark Felix, Director, Online Trade at John Lewis.