Mobile accounts for 40% of all online retail sales

Executive Summary

Quarterly Benchmarking Index

Smartphones gaining ground as online shopping platform

  • Mobile penetration up from 37% in the previous quarter
  • 1 in 4 mobile commerce sales are now through smartphones

24th February 2015: The shift toward using mobile devices for shopping online continues, with 40% of UK online retail sales in Q4 2014/15 (November– January) completed through tablets and smartphones, according to the latest research from IMRG and Capgemini.

This figure is up from 37% in the previous quarter, and represents the steepest quarterly rise in the rate of mobile retail penetration since Q4 2013/14, when mobile devices accounted for 32% of online sales.

Confidence in using smartphones for buying online also appears to be increasing – with 25% of mobile sales completed through these devices and 75% through tablets over the past three months.

This compares with a split of 80% for tablets and 20% for smartphones a year earlier in Q4 2013/14.

Tina Spooner, chief information officer at IMRG comments: “The impact of mobile on general user behaviour has been extremely significant – most of us now carry our phones around 24/7 and regard these devices as being a central part of everyday life. In an online shopping context, the smartphone has generally been regarded as a research tool for comparing prices and checking information primarily. Yet the number of m-retail sales completed via these devices has risen from one in five to one in four in the space of a year, and we’ve seen mobile conversion rates rise significantly over the same period as UK shoppers now clearly feel confident in using their smartphones for completing purchases.

Adgild Hop, Retail Director at Capgemini, said: “The quarterly growth of smartphones as a shopping channel may only be slight, it is however very significant. Over the last few years, retailers have taken huge steps to improve their smartphone shopping platforms, making them more user intuitive and more secure for customers. Coupled with greater connectivity, consumers are more confident than ever in using their smartphones to make complete purchases and not just for online window shopping.

“Whereas smartphones continue to evolve in leaps and bounds, tablet devices are reaching what could be considered a plateau, and to an extent merely serve as a replacement to the home PC. With ongoing investments, ever-expanding screens, and increasingly ubiquitous connectivity, I don’t think it will be too long before smartphones overtake tablets as the prominent mobile shopping device. However, the potential impact of the smartphone on the in-store shopping experience will be a key area of innovation and development in the coming months.”

-ENDS-

Editors Notes:

The figures above are all taken from the IMRG Capgemini Quarterly Benchmarking, an additional reporting tool that is open to all participants in the IMRG Capgemini e-Retail Sales Index. The Quarterly Benchmarking tracks over 40 key performance indicators across 7 categories, leading to unique insights into the performance of the UK e-retail sector.

Around 40 retailers currently participate in the IMRG Capgemini Quarterly Benchmarking, including  Airport Parking & Hotels, B&Q, Bank, Ben Sherman, Blacks, Brora, Cartridge People, Clarks, Crocus, Debenhams, Deckers, Dunelm Mill, Freeman Grattan Holdings (Freemans, Grattan, Look Again, Kaleidoscope, Curvissa, Swimear365, Witt International UK), Get The Label, Home & Cook, JD Sports, John Lewis, LK Bennett, M and M Direct, Marks & Spencer, Millets, Moss Bros, New Look, Schuh, Scott, Silentnight, Size, Sofa.com, Sparkling Strawberry, Super Group, The Body Shop and The White Company.

The quarters run as follows:

-    Quarter 1 - February to April -    Quarter 2 - May to July -    Quarter 3 - August to October -    Quarter 4 - November to January

About IMRG

IMRG (Interactive Media in Retail Group) is the UK’s industry association for e-retail. Formed in 1990, IMRG is setting and maintaining pragmatic and robust e-retail standards to enable fast-track industry growth, and facilitates its community of members with practical help, information, tools, guidance and networking. The strength of IMRG is the collective and cooperative power of its members. For more information please visit http://www.imrg.org/ or email membership@imrg.org

About Capgemini

With more than 130,000 people in over 40 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2013 global revenues of EUR 10.1 billion. Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organisation, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore®, its worldwide delivery model.

Learn more about us at www.capgemini.com.

Rightshore® is a trademark belonging to Capgemini

Press enquiries:

Andy Mulcahy
andy.mulcahy@imrg.org
(0)20 3696 0980

Members can view the full IMRG Capgemini Quarterly Benchmarking Report by clicking here

Big Data / Mobile & Channel Development / Trends & Performance / 24/02/2015 / demaine

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