The 2014 holiday shopping season is now in full swing, and while the best ecommerce shopping days of the year such as Black Friday and Cyber Monday have come and gone, there is still time for consumers to purchase last-minute Christmas gifts. In our holiday shopping infographic, we covered how ecommerce would impact the best holiday shopping days in 2014 and in the years to come. While overall sales during the Black Friday-Cyber Monday weekend were down, ecommerce sales set new records during the weekend with the largest increases from last year coming in mobile traffic and sales.
As consumers are becoming more familiar with online shopping, ecommerce will continue to grow and affect business' sales in the coming years. As already evidenced from the first half of this year's holiday shopping season, mobile commerce (mcommerce) is driving a significant percentage of overall online traffic and conversions. Research studies suggest that sales on mobile devices will only continue to rise over the next few years, eventually overtaking desktop as the most popular device for ecommerce. To give you an idea of how much mcommerce will affect your spirits this holiday season as a business owner, we are proud to present our new infographic, highlighting how your customers will use their mobile devices to enhance their holiday shopping experience this year.
Although the holiday shopping season is slowly wrapping up, businesses that did not have their websites optimized for mobile with responsive design or a mobile app should remember that in 2014 alone, mcommerce will account for 19% of all online sales and grow at twice the rate of overall ecommerce to 37.3%. This may seem like negligible news for business owners that have yet to invest in mobile, but the percentage that mobile comprises of total ecommerce sales will continue to steadily increase. From 2010 to 2013, mobile sales jumped from 3% of total ecommerce sales to nearly 15% of total ecommerce sales. With a 32.2% expected increase in mcommerce sales from 2014 to 2015, business owners who have yet to take advantage of mobile shoppers should begin preparing for the 2015 holiday season right away.
Business owners with mobile websites are further ahead in catering to the mobile shopping demographic, but it might be a good idea to optimize and update existing mobile responsive websites and apps to further adhere to the needs and behaviors of customers as they shop during the holidays. Smartphone users are inclined to check competitor prices, view product information, and read customer reviews on their mobile devices while in your physical store. In-store smartphone usage is at 69% or above for all smartphone users, and more than 90% of users between the ages of 18-30 check their devices in-store while shopping. Furthermore, in a September 2014 survey, 50% of respondents said that having a smoother and more streamlined checkout system on a smartphone or tablet would influence their decision to buy on mobile.
Whether you have yet to create a mobile website or app, or you already have one for your business, it is important to note that the world of mobile commerce is still small compared to overall ecommerce. However, mobile online sales continue to grow annually, and the holiday shopping season is just a shadow of things to come in terms of the role mobile is going to play in ecommerce over the coming years. Don't lose your potential audience to competitors who are on board with the changing shift towards mcommerce in the years to come, especially during next year's holiday season.
How has mobile commerce affected your online business? Let us know in the comments section below or tweet us at @BFMweb.