Mobile sales to soar by the end of 2014
One in ten retailers expect more than 50 per cent of their online sales to come via mobile by the end of 2014.
By Isabella Griffiths
7 April 2014
Results from the latest IMRG e-Retail Survey for the month of April have revealed that as many as 11 per cent of retailers are expecting over 50 per cent of online sales to be made on a smartphone or tablet by the end of this year.
This is a significant rise from just four per cent in 2013, when the last e-Retail Survey was conducted, highlighting the growing importance of the mobile channel for UK e-retailers.
"Mobile continues to dominate the e-retail landscape, with sales via mobile devices now accounting for a third of UK e-retail sales,” says Tina Spooner, chief information officer at IMRG.
“The latest survey results also reveal that mobile has a key part to play in the multi-channel retail environment, with three-quarters of high-street and multi-channel retailers now having a mobile-optimised website, compared with just over half of pure-play merchants,” she continues.
“With an increasing number of consumers now using their mobile devices to browse and compare products while in-store, it is no surprise that mobile has become an integral part of retailers’ multichannel strategies. Our latest survey results also reveal an increasing optimism among retailers around their expectations of online sales growth during 2014. While almost all merchants surveyed said they expect to see positive year-on-year sales growth, a significant proportion (42 per cent) forecast sales growth to reach in excess of 20 per cent.”
The survey also revealed that 72 per cent of e-retailers offer international delivery. This is unchanged from October 2013’s findings, with clothing and apparel retailers leading the way with 88 per cent.
In addition, around two thirds (67 per cent) of multi-channel retailers surveyed now offer Click & Collect, a significant increase from 54 per cent in October. The convenience of Click & Collect and certainty of not missing deliveries encourages customers to opt for this method, enhancing the overall customer experience.
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