In the United Kingdom, 53 percent of consumers prefer to shop online using a brand’s app over its website. This is mostly because they experience complex processes for signing in and setting up accounts on the website. Still, 40 percent get frustrated when shopping or paying on a mobile.
Mcommerce is hot. As the ecommerce business has become a serious, solid and mature industry in the retail world, it’s now time for the mobile commerce. More and more consumers are using their smartphones and tablets to visit retail sites and order products and/or services online.As a retailer you definitely have to be ready for these kinds of visitors as not every site is easy to visit from a mobile device. And you don’t want to lose customers, because you were to late chaning your website…
The United Kingdom is the third largest mobile commerce market in the world. Mcommerce in the UK is worth 55.9 billion euros. With this mobile sales figure, the European country ranks third world wide, with only China (652.6 billion euros) and the US (183.2 billion euros) performing better.
Transactions completed on the smartphone continue to rise globally. Especially in Northern Europe and Japan, mobile transaction now represent over half of online transactions. In Europe, Sweden is the absolute leader with 60 percent.
Amazon has updated both its mobile shopping app and its mobile website, so customers can now browse and ship millions of products to their country. The ‘International Shopping’ experience is available in English, Spanish, Chinese, Brazilian and German and 25 currencies, with more to be added later this year.
Fashion retailer Zara has announced plans to roll out an augmented reality experience across 120 stores worldwide. The app can also be used by online shoppers, who will be able to hover their smartphone over a package delivered from the Zara website.
Online retailers could sell more to consumers who shop from their smartphones, if they would offer a better shopping experience via the mobile app. Especially in the United Kingdom, the mobile shopping apps could really use an upgrade.
Mobile commerce sales in the three biggest ecommerce markets of Europe – the United Kingdom, France and Germany – will reach over 85 billion euros this year. Almost 57 percent of this amount will come from the UK, while Germany will have bigger mcommerce sales than France.
The mobile phone and the tablet account for two thirds of all ecommerce visits in Sweden. Already in 2015, the share of ecommerce visits that took place on a mobile device, i.e. a mobile phone or tablet, was up over 50 percent. And during the last two years, the same shift occurred for orders and revenues coming from mobile devices.
For the first time in the United Kingdom, ecommerce purchases made via smartphone will overtake that of tablets. This year, online sales that happened via smartphones represent 49.7 percent of all mcommerce sales. Mcommerce via smartphones will be worth about 20 billion euros in the UK this year.
Ocado, the online-only grocery retailer from the United Kingdom, has launched a mobile app for Alexa, the voice-controlled assistant from Amazon. Customers are now able to add a product to their basket, receive inspiration and keep track of orders by using solely their voice.
80 percent of leading retailers in the Nordics have an ecommerce app and a mobile-optimized ecommerce website. Almost one in five retailers have focused on optimizing their website for mobile visitors, rather than focusing on an app. Only 1 percent has neither.
It has become commonplace in the United Kingdom to use a smartphone to buy goods and services online. This year, almost 59 percent of digital buyers in the UK, which corresponds to over 25 million people, will make online purchases using their smartphone.
About 40 percent of all online grocery purchases made in the United Kingdom are done using a mobile phone. Online grocery shopping in the UK is also quite popular, as 7 percent of all grocery shopping is done online. That’s more than Spain, the Netherlands and the Czech Republic combined.
Tommy Hilfiger has launched its first European shopping app. The mobile application is targeted towards seventeen European countries and supports four different languages. One of the things users of the Tommy Hilfiger app can do, is shopping looks directly from the brand’s Instagram feed.
It looks like mcommerce in Germany is finally catching up. Although the usage of mobile devices for buying online and paying in-store in Germany is still lagging behind other big ecommerce countries, predictions look hopeful. In Germany, 29 million mobile users will buy online via a mobile device at least once this year, up nearly 15 percent from last year.