US Mobile Retail Sales To Top $12 Billion In 2013

The rapid growth and ubiquity of smartphones has led many to conclude that a significant portion of Internet activity, including shopping, will migrate to these mobile devices. To help eBusiness professionals in retail get a better sense of the real size and opportunity that exists, Forrester has released its “US Mobile Retail Forecast, 2012 To 2017.” Retailers beware: while mobile commerce is growing and undeniably shifting how some consumers buy, the pertinent facts are that:

  • Total US mobile retail is still small. Forrester estimates that of the 132 million US mobile Internet users in 2012, only a quarter of those users have ever made purchases via their phones. While we expect the retail mCommerce penetration rate to double by 2017, it’s still a tiny portion of eCommerce — and, consequently, a minuscule share of overall retail.
  • Significant impediments exist for mobile retail. The main road block to mobile sales is the checkout experience; it’s the single most important feature when it comes to driving conversions on mobile devices. Adding an easy checkout experience, like PayPal Express, will enable users to more easily convert – even with the smaller screen – but how much that moves the needle remains to be seen.
  • Consumers prefer the mobile Web to apps, despite retailer investment. Consumer awareness of and/or interest in retail apps is low: Only a tiny share of any given retailer’s shoppers appears to download their app. Most shoppers who access a retailer’s mobile presence get there by clicking on links from mobile search engines or from mobile emails.

For more information on the mobile retail forecast and our recommendations on how to invest appropriately, read the full report here.

Comments

Mcommerce

I wonder whether M-commerce retail sales figures include any sale made through mobile or do they only include transactions made via an app ?

I’m excited for many reasons

I’m excited for many reasons about the Mobile Retail Sales and your connection. I am a Retail Sales Instructor for The Valiram Group and wondering how I can make a connection to assist in getting my clients certified here locally. I am certified retailer but trying to gather more information and or resources.