Mobile sales sole driver of UK e-commerce
While price remains an important reason why customers will choose one brand over another, it is not the sole sales point, as powerful luxury brands help show. So it may come as little surprise to retail industry professionals that convenience is another considerable factor when shoppers are choosing which merchant to frequent.
Increasingly, that choice is based not on how fast the check-out line is, but instead where the retailer operates. For many United Kingdom shoppers, that means mobile commerce. While the channel is important in many regions, Capgemini and IMRG discovered that m-commerce represents all online sales growth in the U.K. Their study revealed that online sales via desktops have flat-lined, while purchases have surged by 210 percent on smartphones and 130 percent on tablets between Q2 2012 and Q3 2013.
While convenience factors into the trend, Mobile Commerce Press reported that improved mobile security may also be driving sales. Just as with brick-and-mortar stores, making customers feel comfortable can encourage their loyalty as well as their willingness to complete a transaction. The news source emphasized that mobile-optimized e-commerce sites and an overall good experience encourages repeat purchases.