It wasn't long ago that mobile was considered as the first stop in a conversation journey, as nine times out of ten ended on the desktop. According to the Comscore data, mobile accounted for only 13% of digital sales in the year 2014. However, the numbers now look quite different in 2020, as digital and mobile commerce (m-commerce) habits and experiences have shifted rapidly.
Mobile is no longer at the top of the funnel.
As per a survey conducted by Instart Logic in October on 2,000 consumers aged 21-45 in the U.S., 62% of people using their mobile phones for their entire shopping journey- from discovery to research to purchase an item. According to the data from Adobe, online shopping in the U.S. has increased by 48.8% year-over-year. The share of online shopping on mobiles was even higher among more than one million Shopify sites at 69% between Thanksgiving and Cyber Monday.
Moreover, in the UK, Digidip, an affiliate marketing platform reported a gradual and ongoing shift towards mobile shopping, as smartphone devices accounted for 60.1% of total transactions in 2020, compared to 57.4% in 2019. However, the average order values on mobiles are still quite lower than the desktop, suggesting an opportunity for the former.
More people are now shopping for this upcoming holiday season through their mobiles. There have numerous contributing factors to the growth in m-commerce that enables shoppers to surge right along with desktop shopping amid the pandemic this year. The ease of using retail apps with improved website speeds and streamlined checkout experiences are the key factors that attracted online shoppers to shop through mobile devices.
Mobile-driven e-commerce trends in paid search and social
As per the data from Tinuiti, a Performance Marketing Agency, mobile accounts for the large majority of paid social conversions, with Facebook Desktop Ad impressions hovering around 5%. That's because the social media giant has invested heavily in products and features such as Checkout on Instagram, Facebook and Instagram Shops, the Facebook Shop tab, and recently WhatsApp Shopping feature to support m-commerce on its platforms.
Interestingly, the paid search campaigns didn't see an increase in the mobile conversion share as it grew in ling with the desktop. Looking at the omnichannel impact for the paid search ads, Google Local Inventory Ads clicks were down by 47% and there was a big drop in 'Get Location details' clicks, too.
Mobile Commerce in 2021
2020 was a year that fast-tracked the need for digital and mobile investments from retailers. Looking forward to 2021, m-commerce will continue growing with many platforms investing in driving mobile conversions. Further, Google's Page Experience update will be rolling out in May 2021, impacting the mobile ranking. So, retailers must invest in mobile web and app experiences, their online-to-store services, and optimize their mobile ad campaigns to capture their market share.
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