E-commerce goes mobile

E-commerce goes mobile

Nearly half of all e-commerce transactions in the UK are now carried out on mobile devices, with tablets more popular for shopping than smartphones, according to research from Criteo.

The UK is now ranked second highest with regards to mobile share of retail e-commerce globally, surpassing South Korea and remaining behind only Japan, says performance marketing tech outfit Criteo, which analysed 1.4 billion transactions from around the world.

Despite Android’s dominant global market share, its users in the UK, US and Japan are far less prominent than their iOS counterparts when it comes to shopping from their handsets. Meanwhile, sites that are optimised for mobile see a 3.4% conversion rate, more than double that of non-optimised sites.

In addition, 40% of ecommerce transactions now involve more than one device as smartphones, desktops and tablets are used in a variety of combinations to research and make purchases.

While customers are embracing the omni-channel approach to shopping, merchants are facing problems, separate research from Forrester Consulting suggests. In a report for ACI Worldwide, Forrester shows that more than half of retailers in Europe and the US still have to consolidate their fraud management solutions across all channels.

Nearly two thirds of retailers believe they lack adequate tools to support effective fraud management in an omni-channel environment, although 60% say they have a cross-channel strategy. In addition, 54% agree or strongly agree that they do not have the skilled staff needed, and 66% agree or strongly agree that organizational silos hamper the management of fraud across channels.

Jackie Barwell, director, fraud product management, ACI Worldwide, says: "It is clear from our study that many retailers feel unprepared to face the fraud challenges of an omni-channel world. There is a need for strategic and organizational changes, and an integrated approach to creating a true omni-channel environment for payments and fraud management."

Comments: (2)

A Finextra member
A Finextra member 25 June, 2015, 11:45Be the first to give this comment the thumbs up 0 likes

It would be interesting to see a breakdown between tablets and smartphones rather than bundling everything together as 'mobile'. The shopping and checkout experiences can be very different depending on the size of the device you're using and I suspect that would be reflected in the statistics.

A Finextra member
A Finextra member 25 June, 2015, 16:26Be the first to give this comment the thumbs up 0 likes

Interesting facts representing the pulse of UK market. Btw we have conducted a suvery on omnichannel retailing . Will publish it soon.