Mobile commerce continues to grow - but desktop brings in the sales
Editorial
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December 7, 2016
Mobile is still on the rise in e-commerce: sales generated via smartphones increased significantly in Europe last year, even doubling in France (+103%) and the UK (+99%). In Germany, too, the trend is clearly moving in the direction of mobile shopping (+90%). Despite the enormous growth rate in smartphone sales, however, the desktop PC remains the cash cow of e-commerce: German retailers, for example, recorded 79% of their annual sales via the desktop channel and only 9% were generated via the smartphone. These are the findings of the latest "ADI Mobile Retail Report 2016" from Adobe.Desktop is (still) ahead in terms of sales and trafficThe current ADI report shows a similar picture for online retail traffic: the smartphone is also a convincing traffic driver for visits to retailer websites with immense growth of 54% on average in Europe (UK: 42%, Germany: +80%, France: +88%). In contrast, the importance of desktop PCs is declining slightly year-on-year (-6%). Overall, however, the desktop channel remains clearly ahead in terms of traffic: 74% of visits are still generated by European retailers via desktop. Although smartphones are continuing to catch up, they are still lagging behind desktop. "The impressive growth figures in the latest ADI Mobile Retail Report 2016 make one thing clear above all: there is no way around mobile in future e-commerce. However, it is also clear that there is still a huge gap in performance between desktop and smartphone. Across Europe, the conversion rate for desktops is 2.6 times higher than for smartphones. Retailers urgently need to catch up here. It is no longer necessary to transfer the desktop business one-to-one to the smartphone, but to meet the specific mobile requirements in terms of a successful customer experience. This is the only way for customers to complete their purchase directly on their smartphone and not get lost somewhere along the customer journey," says Andreas Helios, Senior Group Manager Digital Marketing Solutions at Adobe Systems. The "Adobe Mobile Retail Report" analyzed consumer data based on over 300 billion visits to more than 16,000 and over 90 billion app launches. No figures were collected for Switzerland, but similar trends are likely to emerge as in the European e-commerce market as a whole.
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Mobile is still on the rise in e-commerce: sales generated via smartphones increased significantly in Europe last year, even doubling in France (+103%) and the UK (+99%). In Germany, too, the trend is clearly moving in the direction of mobile shopping (+90%). Despite the enormous growth rate in smartphone sales, however, the desktop PC remains the cash cow of e-commerce: German retailers, for example, recorded 79% of their annual sales via the desktop channel and only 9% were generated via the smartphone. These are the findings of the latest "ADI Mobile Retail Report 2016" from Adobe.Desktop is (still) ahead in terms of sales and trafficThe current ADI report shows a similar picture for online retail traffic: the smartphone is also a convincing traffic driver for visits to retailer websites with immense growth of 54% on average in Europe (UK: 42%, Germany: +80%, France: +88%). In contrast, the importance of desktop PCs is declining slightly year-on-year (-6%). Overall, however, the desktop channel remains clearly ahead in terms of traffic: 74% of visits are still generated by European retailers via desktop. Although smartphones are continuing to catch up, they are still lagging behind desktop. "The impressive growth figures in the latest ADI Mobile Retail Report 2016 make one thing clear above all: there is no way around mobile in future e-commerce. However, it is also clear that there is still a huge gap in performance between desktop and smartphone. Across Europe, the conversion rate for desktops is 2.6 times higher than for smartphones. Retailers urgently need to catch up here. It is no longer necessary to transfer the desktop business one-to-one to the smartphone, but to meet the specific mobile requirements in terms of a successful customer experience. This is the only way for customers to complete their purchase directly on their smartphone and not get lost somewhere along the customer journey," says Andreas Helios, Senior Group Manager Digital Marketing Solutions at Adobe Systems. The "Adobe Mobile Retail Report" analyzed consumer data based on over 300 billion visits to more than 16,000 and over 90 billion app launches. No figures were collected for Switzerland, but similar trends are likely to emerge as in the European e-commerce market as a whole.
