CMO

Tablets driving more mobile sales

New eMarketer report estimates online retail sales on mobile devices will hit US$39bn this year and will represent a quarter of all online sales by 2017

In a sign of the powerful impact mobile is having on ecommerce, a new US report claims 15 per cent of online retail sales will take place via mobile devices this year.

The latest report from market research group, eMarketer, estimates US retail mcommerce sales will reach nearly US$39bn in 2013, up 56.5 per cent year-on-year and almost triple the amount spent in 2011.

It reported 79.4 million US consumers, or 51 per cent of digital buyers, will purchase online using a mobile device this year, leaping to 77.1 per cent by 2017.

The organisation also claims the percentage of sales made by mobile devices will represent one quarter of all ecommerce sales in the US by 2017, or $108.56bn.

Tablets are driving a significant proportion of the growth, eMarketer claimed, and will account for the majority of mcommerce sales this year, followed by smartphone devices (35 per cent). By 2017, this split is expected to reach 71.5 per cent tablet against 27 per cent smartphones.

“Undoubtedly, some mcommerce sales merely replaced purchases that would have otherwise occurred online via PC or laptop. But mobile is an ecommerce sales driver in two ways: It gives consumers reasons to shift spending from stores to the Internet, and it stimulates incremental purchases that stem from impulse buying,”eMarketer said in its report.

The estimates are based on analysis from other research firms, estimated mobile sales data from lead retailers and weighing overall consumer shopping trends. They include products and services ordered online from any mobile device.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.