MOBILE TO ACCOUNT FOR HALF OF ONLINE ORDERS BY 2019: The number of orders made on mobile, not including tablets, climbed 41% year-over-year (YoY) in Q2 2018 to make up a new high of 42% of all online purchases, and the segment is projected to account for 50% of all orders by the end of 2018, according to a report from Salesforce that looked at data from 500 million global shoppers and 853 digital commerce sites. Mobile’s 41% YoY order growth propelled e-commerce’s 18% YoY growth in Q2, as computer and tablet orders rose only 6% and 3%, respectively.
E-tailers should invest in mobile site search to bolster conversion and cash in on mobile’s growing value. Eighteen percent of mobile visitors were “active shoppers,” those who performed an action like site searching or creating a basket, but only 2% were buyers. This suggests that mobile commerce (m-commerce) has a conversion problem. The average shopping visit on mobile is 4-minutes-long, which is down from 6 minutes in Q4 2016 and shorter than the 5-minute sessions seen by other channels, giving retailers little time to convert consumers. Since the search process occurs early in the shopping journey, investing in creating a better experience could boost conversion, especially considering that only 15% of shoppers used site search, but they accounted for 32% of revenue. Providing better search results with artificial intelligence (AI) or outfitting search with category-specific filters like Forever 21’s “Discover Your Style” feature could improve search and mobile conversion.