As if you needed further validation that digital is booming — a new study, by Bizrate Insights, a division of Connexity, projects that mobile commerce could grow by nearly 70 percent in 2016.
When looking month-over-month at November’s order volume, the study found that mobile website purchases could increase by as much as 68 percent from 2015 to 2016.
Further, the peak volume during the 2016 holiday season may reach as high as 42 percent of all online orders, the study said. And, that does not include in-app purchases, which means total mobile purchases are bound to be even higher than these projections, according to the report.
As brick-and-mortar sales decline amid changing consumer spending-and-shopping patterns, retailers are increasingly shifting their efforts to developing their online businesses.
However, the prevalence of mobile devices is perhaps an underestimated facet of online shopping.
Most consumers who are spending time on retail websites are doing so via their mobile devices, suggested a report by Cowen & Co. back in September.
Using data provided by information-technology and analytics firm comScore Inc., the Cowen report said consumers spend 60 percent of digital shopping minutes on mobile. These days, consumers are using their cell phones to help them research buying options, compare prices and products and save time.
Still, while mobile has become the primary platform for consumers, only 16 percent of digital dollars are spent via the platform.
Among the reasons many consumers don’t make a purchase through mobile applications are difficulty seeing product detail, lack of full product information and difficulty navigating among mobile screens and tabs.