By 2021, mobile commerce (m-commerce) sales are expected to account for a good half of e-commerce sales. This blog post provides you with a collection of sources, facts and figures for worldwide, European and Swiss m-commerce trade.
Mobile Commerce DevelopmentBy 2021, mobile commerce (m-commerce) sales are expected to account for a good half of total e-commerce sales. What are the effects of 5G, geographic location, screen resolution and economic infrastructure on mobile commerce? Why will there be more interactive, vertical video?
Global e-commerce turnover
According to Statista, the share of e-commerce sales in total retail sales has risen steadily in recent years. In 2015, global e-commerce sales accounted for 7.4% of all retail sales, while the following year we saw an increase to 8.6%. In 2017, e-commerce sales reached 10 % of retail sales, and then rose further to 11.8 % in 2018.
E-commerce will account for 17.5% of all retail sales by 2021.
This year, e-commerce sales are expected to account for 13.7% of retail sales and 17.5% by 2021. E-commerce is growing extremely strongly, not even including the much stronger growth in B2B e-commerce revenues. (Statista)
Global mobile commerce turnoverAccording to eMarketer, mobile commerce accounted for 52.4% of total e-commerce revenue in 2016. This year, global m-commerce sales are expected to reach a new high of CHF 2.32 billion and account for 67.2% of total e-commerce sales
- There are 5.1 billion mobile users
- 49% of website traffic comes from mobile devices
- 49% of consumers use mobile phones for shopping
- A higher screen resolution results in a $1.18 higher order amount
- In 2019, 34% of total US e-commerce revenue will be generated via mobile devices
According to forecasts by CBRE, the situation looks somewhat different. For example, global mobile commerce revenues are expected to account for 53.9% of all e-commerce revenues by 2021. The source also expects smartphones to account for the bulk of the overall growth in m-commerce.
As CBRE explains, smartphone sales accounted for 66% of all m-commerce sales in 2017 (compared to tablets and co.), and this figure should rise to 82% by 2021.
The big country overview: retail, m-commerce, e-commerce and growth rate
These statistics show retail sales, the online share of retail trade, the share of mobile in online trade and the annual growth rates of retail sales in e-commerce from 2019 to 2023.
(GfK, Criteo, E-Commerce Foundation 2018, EHI Retail Institute, BEVH, Handelsverband Deutschland HDE, Wirtschaftskammer Österreich, Retail Economics UK, Fevad France, Milan Polytechnic)
Consumers in Asia in particular, who use mobile payment solutions, are setting the pace for mobile commerce. This is mainly thanks to the leading mobile payment players such as Alipay and WeChat.
China alone generated 67.1% of global m-commerce revenue in 2017. While mobile sales account for more than 75% of online shopping, mobile revenue is expected to grow to $2.595 trillion in 2021, compared to $909.93 billion in 2017.
Retail M-Commerce sales in India will reach 80% of all retail e-commerce sales by 2020. In 2018, mobile commerce revenue grew by 3.5 points, with all e-commerce revenue in India increasing from 71.8% to 75.3%.
eMarketer predicts that mobile commerce revenues in India will be close to 80% of e-commerce revenues next year.
Markets with significant m-commerce sales include China, Japan, South Korea, Great Britain and the USA.
Last year, BrizFeel published an article about the shopping behaviour and buying habits of consumers on the Internet. In addition to closely monitoring the current state of the e-commerce world, the source also provided us with insights into preferred shopping platforms.
According to BrizFeel, 49% of consumers use mobile phones for online shopping, while a slightly lower percentage shop via desktops. Tablet users are not too active when shopping online, as only 8% of consumers use tablets for online shopping, according to the source.
(BrizFeel, 30,000 consumers between 18 and 65)
M-Commerce in the USA
8 out of 10 Americans are online shoppers. 5 out of 10 already use a mobile device for shopping. A study by the Pew Research Center shows that 79% of adult US citizens have made an online purchase. However, it is interesting to note that 51 % of Americans have used a mobile device for online shopping. According to Mobile Marketer, m-commerce sales are expected to exceed e-commerce sales this year.
(Pew Research Center, Mobile Marketer)
Smartphone in M-Commerce
In April 2019, eMarketer published an article on retail sales via smartphones in m-commerce in the USA. The source predicts that smartphone sales will rise to $203.94 billion this year, accounting for more than a third of all retail sales in the U.S. (34%).
Smartphones will account for 34% of total US e-commerce sales in 2019.
eMarketer also pointed out that desktop shoppers continue to dominate the e-commerce market. The growth in desktop sales in the USA increased by only five points. According to a revenue forecast from this source, m-commerce sales of smartphones will grow by 31.5% in 2020, generating nearly $270 billion, and this figure is expected to rise to $432.24 billion by 2022.
M-Commerce as the largest share of e-commerce
eMarketer, the leading market research company, forecasts that mobile commerce will account for 53.3% of all e-commerce sales in the retail sector in the USA by 2021. In 2018, 39.6 % of retail sales were mobile, and this figure is expected to rise to 44.7 % in 2019. Next year, eMarketer predicts that mobile commerce will be only one percentage point below half of U.S. retail e-commerce revenue, only to surpass it the following year.
(Pew Research Center, Mobile Marketer)
M-Commerce on Cyber Monday
In 2018, the volume of mobile devices at the Cyber Monday Shopping Event set a new record of over $2 billion. According to Adobe's mobile shopping statistics, mobile device visits to Cyber Monday last year accounted for more than half of all website traffic, at 51.4%. This was the first time in the history of Cyber Monday.
In 2018, Cyber Monday generated over $2 billion in mobile revenues.
Smartphones for online shopping
Smartphones are the leading m-commerce device for shopping. In 2018, 83% of mobile shoppers used shopping apps on their smartphone. The use of shopping apps is significantly lower among tablet users at 14%. Only 3% of wearables used a shopping app. The reasons for this are probably the better usability of the apps compared with mobile websites.
Smartphone users are also the most active online shoppers. According to mobile statistics from Kaspersky Cybersecurity Index, 50% of mobile device owners use their devices for online shopping.
(Scandit, Kaspersky Cybersecurity Index)
Average order value by device type
Online shopping is one of the most important online activities for 43% of smartphone owners. Online shopping is also one of the top online activities among tablet users. However, only 17% use tablets for online shopping.
However, while smartphone users proved to be enthusiastic online shoppers, tablet users make the larger expenditures. Based on Grow Code's mobile e-commerce statistics, the average order value for tablet users is $118.02, while the same value for smartphone shoppers is approximately $10 lower ($108.99). The source pointed out that the average order value for desktop devices is the highest at $153.31.
The highest average order value comes from desktop devices, followed by tablets and smartphones.
To determine the average order value across mobile devices, we looked at Statista: Statista gave us slightly different values for online orders, but confirmed that the average order value (AOV) is higher for tablet users ($87.01) than for smartphone users ($79.33).
(Grow Code, Statista)
Conversion rates by device type
Conversion rates are lower for smartphone users than for tablet users. Adobe's Retail Shopping Insights report published statistics on shopping behavior in November and December 2018 and conversion rates on various devices.
Last year's holiday season saw the highest conversion rates among desktop users, at around 5.7%. Tablet shoppers accounted for 8% of total traffic and 9% of total sales, while the average conversion rate was 5.2%.
Finally, smartphone users generated 51% of total traffic and 31% of total revenue, while conversion rates for smartphone shoppers were below 3%.
In 2018, the total number of sessions in shopping apps rose to 18 billion hours. When researching m-commerce trends and statistics, we came across fascinating information about mobile shopping.
According to the App Annie: State of Mobile 2019 report, the total time spent by mobile users in shopping apps was 18 billion hours in 2018, and the source found that the total number of sessions in shopping apps increased by 45% compared to 2016.
A higher screen resolution results in an order value that is USD 1.18 higher. Based on data from the Adobe Mobile First World report, there is a correlation between screen resolution and average order value. As Adobe explained, the order value increases by $1.18 for each additional 10,000 pixels on smartphones.
(Adobe Mobile First World)
One of the largest mobile payment platforms in the world is WeChat Pay. The biggest advantage of M-Commerce is the One-Click payment. WeChat Pay is a platform that enables mobile users to do just that and currently has over 1 billion active users every day.
However, according to the source, this mobile payment platform is not the only platform of its kind with over 1 billion users. The number of users of Samsung Pay and Alipay has also exceeded the billion mark, while Apple Pay is lagging behind with 383 million users.
In Switzerland, 27% of digital natives say they make one to three purchases per month using a mobile device - an increase of 5% over the previous year. A significant increase can also be observed among digital immigrants and silver surfers. 17 % of digital immigrants even state that they use their smartphones to make a transaction every day or at least several times a week.
Influence on our buying and consumption behaviour
In 2018, 75 percent of the smartphone users surveyed stated that they would use their smartphone for online shopping at least occasionally. 37% of Swiss e-commerce turnover is generated via mobile commerce. (Statista) Other studies assume a mobile share of 43% in Switzerland.
Whether in the form of mobile websites or specially developed shopping apps such as those from Amazon or Zalando: mobile commerce (m-commerce) is becoming increasingly successful. It is expected that by 2021, USD 6 trillion will be sold worldwide via mobile.
Why is it that mobile commerce is not yet where it could be? One aspect of a Bitkom study is particularly revealing in this respect. For example, 79% of those surveyed by Bitkom said that they frequently abandon purchases on a mobile device.
These are the reasons for the cancellations:
- Poor Internet connection: 49 %
- Difficulties in payment: 43 %.
- A website that is not user-friendly: 42 %
- Desired payment option was not available: 37 %
- Technical problems of the website: 32 %
- Lack of trust in the operator: 32 %
M-Commerce resources, sources and information
The above blog post is based on its German version . These are the sources used for the original one:
- Online-Shopping in China: Diese drei Fakten müssen Marken kennen Wenn es um Online-Handel geht, kann es für Chinesen nicht mobil genug sein. Das zeigt der Rakuten Marketing E-Commerce-Report.
- The Future of M-Commerce TechPluto erklärt den Stand der Dinge im Mobile Commerce.
- Google Play Store now open for Progressive Web Apps Google pusht PWA immer mehr, so werden PWA noch besser zugänglich. Zumindest für Android-Benutzer.
- Progressive Web Apps on iOS are here Wie schaut es bei iOS und PWA aus?
- Distributed Commerce: Überall einkaufen mit noch weniger Klicks Distributed Commerce sorgt dafür, neuen Kundenerwartungen im E-Commerce noch besser gerecht zu werden.
- Your M-Commerce Deep Dive: Data, Trends and What’s Next in the Mobile Retail Revenue World Ein schöne Übersicht zu den M-Commerce Daten. Wird ab und an aktualisiert.
- 22 must-know mobile ecommerce stats for 2019 Zwei Erkenntnisse: Erstens wächst der E-Commerce insgesamt mit einer spektakulären Geschwindigkeit. Zweitens ist Mobile Commerce der derzeit heisseste Trend in der Branche.
- Instagram ist die neue Mall Die Plattform ermöglicht es Influencern, Produkte an Nutzer direkt über ihre Beiträge zu verkaufen.
- Distributed Commerce und wie es monetarisiert werden kann Die Menschen kaufen und kaufen auf mehr Arten ein als je zuvor - die Benutzeroberfläche, die unser Leben in Zukunft verwalten wird, ist unsere Stimme.
- Vertical Video Ein Test von Buffer im Vergleich zu Animoto.
- Adobe Retail Digital Trends 2018 Der Bericht basiert auf den Ergebnissen einer Umfrage unter fast 500 Einzelhändlern aus den Marktregionen EMEA, Nordamerika und Asien-Pazifik.
- Boston Consulting Group (BCG) / Google: Mobile Marketing and the New B2B Buyer 2017 Die BCG untersucht in dieser Studie die Bedeutung von Smartphones und Tablets im B2B-Business.
- Bitkom: Trends im E-Commerce – So shoppen die Deutschen 2017 In dieser Studie finden sich sowohl aufschlussreiche Zahlen zur deutschen Verbreitung von M-Commerce als auch plausible Gründe für den bisher ausbleibenden Durchbruch hierzulande.
- Criteo Global Commerce Review / Germany Q1 2018 Criteo, ein Technologieunternehmen für Performance Marketing, schaut sich regelmässig das Nutzerverhalten bei über 5'000 Händlern weltweit an.
- Deloitte Global Powers of Retailing 2018 Deloitte schaut nicht nur auf den Mobile Commerce, doch auch in diesem Report spielt die Digitalisierung und damit natürlich Smartphones und Tablets eine grosse Rolle.
- Think With Google Umfangreiche Online-Themen-Sammlung, einfach nach Land und Thema zu filtern.
- EHI Retail Institute Mobile in Retail 2017 Die Ergebnisse dieser Expertenbefragung sind durchaus lesenswert, leider eine recht kleinen Stichprobe.
- HDE Handelsverband Deutschland Online Monitor Gemeinsam mit der GfK erstellt der Handelsverband Deutschland seinen Online Monitor für Deutschland.
- IAB A Global Perspective of Mobile Commerce 2016 In 19 Märkten hat IAB jeweils 200 Erwachsene nach ihrem Kaufverhalten befragt.
- IFH Institut für Handelsforschung / ECC Köln Das IFH liefert eine Fülle von Zahlenmaterial aus Kooperationsstudien. Die Themen umfassen Fragestellungen rund um den Handel, den E-Commerce und Mobile Commerce.
- MasterCard Omnishopper Report 2017 Für seinen Report hat MasterCard sowohl die eigenen Datenbanken im Hinblick auf das Nutzerverhalten ausgewertet, aber auch 10'000 Omnishopper aus elf Ländern befragt.
- PWC Total Retail 2017 Dieser Report ist Teil einer weltweiten Umfrage mit mehr als 24.000 Teilnehmern in 29 Ländern.
- QVC Zukunftsstudie Handel 2036 Mit einer Mischung aus Experten- und Konsumentenbefragung haben QVC, TNS und TrendBüro einen umfassenden Blick auf den Handel der Zukunft geworfen.
- Mobile eCommerce Best Practices for UX (with Infographic) Für ein umsetzungsorientiertes Mobile Commerce-Design gibt es viele Aspekte zu beachten. Typischerweise verwenden Mobile Commerce Best Practices mobile UX Design Best Practices als Basis, und versierte mobile UX Designer bringen es auf die nächste Stufe.