IMRG Capgemini e-Retail Sales Index

Multichannel online sales through mobile devices continue to grow

Higher average basket value of online goods sold through mobile illustrates why retailers need to adopt a Mobile First strategy

Online retail sales increased 15% year-on-year in February, according to the latest figures from the IMRG Capgemini e-Retail Sales Index demonstrating solid growth from a year ago when it reported a +16% increase. Despite the growth in sales made on smartphones dropping from +96% in February 2016, smartphone sales growth still outpaces the market, with a significant 57% increase.

According to Andy Burton, CEO of eCommerce solutions provider Tryzens, the devil is in the detail when it comes to mobile sales. The slow down in mobile sales growth is only applicable to pure play e-tailers. Multichannel retailers have seen a slight increase year-on-year.

“For multichannel retailers, which have both an online and in-store offering, growth in sales made on mobile devices was up slightly year-on-year. And in addition, for the second month running, the average basket value of online retail sales in general. For the month of February was at a seven-year high, rising nearly £20!” stated Andy Burton.

“This is without doubt solid growth for online retail in February and one that builds year on year on an incredibly strong February 2016 position. Further, it absolutely endorses the research we conducted at the end of 2016 into consumer buying patterns and the rise of the mobile device.”

Tryzens recently published its latest consumer research, Mobile First! Rethinking eCommerce for the always-on ‘Generation Consumer’”, which found that 75% of UK consumers now own a smartphone, and 61% own a tablet/iPad.

“This latest research from IMRG demonstrates clearly that as mobile device penetration continues, consumer buying patterns and behaviours are changing. Over half of all traffic to retail sites today is done on a handheld and that should come as no surprise when you consider that consumers now spend 60% more time on their smartphone than any other device! As a result browsing, buying and payment patterns are dramatically changing which is in turn leading to exponential increases in those apps that facilitate and speed up the checkout process,” added Andy.

“We would argue that all retailers – both online and the traditional bricks and clicks adopt a strategy of ‘Mobile First’. Retailers must now design the user experience from the mobile device point of view before looking at the desktop, laptop, or any other device. With rates of smartphone growth at incredibly high levels over the past few years it should come as no surprise we are seeing a slight slowdown.  But retailers must not overlook the core finding of these latest findings: multi-channel retailers are performing well through mobile and with greatly increased average basket values,” he added.

About Tryzens

Since 2004, Tryzens has been trusted by retail’s biggest names as an independent expert to plan, implement and maintain eCommerce systems and to optimise retail performance through systems & services.

Tryzens enable its clients to leverage efficient, effective and reliable retail solutions that carry the promise of a positive and unified experience that in turn delights their customers, builds loyalty and drives growth.

From concept to outcome, Tryzens offer a range of services to enable their clients to Plan, Build, Run and Enhance their ecommerce offering throughout their multi-channel development, whether starting in-store or online.

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