mobile platforms, omnichannel

It’s a mobile world. According to eMarketer’s latest research, mobile commerce hit a new benchmark in 2017: sales increased year-on-year by almost 59 percent, reaching $1.357 trillion. The contributed immensely to the near 25 percent annual rise in e-commerce sales, which resulted in $2.304 trillion globally.

According to eMarketer’s research, m-commerce also drove an expansion in average online shopping cart sizes. International accessibility to online shopping platforms democratized e-commerce, and widened brands digital footprint, which injected revenue, too. “In Asia-Pacific, the proportion grew from 70.3 percent in 2016 to 76.1 percent in 2017. In Western Europe — where tablets play a role in several countries — it jumped from 31.3 percent to 35.4 percent over the same period,” said the eMarketer report, “Worldwide Retail and E-commerce Sales: EMarketer’s Updated Forecast and New M-commerce Estimates for 2016-2021.”

This echoes the robust earnings during the Black Friday and holiday shopping period. As reported by Adobe, mobile collected its first $2 billion on Cyber Monday. And while mobile continues to become the preferred device for product research and discovery, retailers should maintain physical footprints for enhanced customer service — and shipment pick-up.

According to eMarketer’s report, mobile commerce only devised 6 percent of all retail sales worldwide, though it predicts by 2021, it will double to more than 12 percent — especially in Asia-Pacific markets. Nielsen reported in its latest white paper, “What’s Next for China’s Connected Consumers” that 84 percent of Chinese consumers used their mobile device to shop — marking a 71 percent uptick from 2015.

Brands and retailers looking to break into new markets would be well-suited to ensure that cross-border commerce platforms are deployed to confirm speedy shipment and delivery, with accurate inventory transparency. What’s more, aligning mobile commerce shopping preferences and behavior with in-store technology to elevate the role of the store associate will aid in building consumer loyalty.

More from WWD:

More than 80 Percent of Chinese Consumers Shop on Mobile

How Some Retailers are Increasing Growth by Almost 150 Percent

Trump Hotels, CNN Top Ranking of Most Polarizing Brands in U.S.

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