January 30, 2013, 3:47 PM

Mobile accounts for 10.2% of online sales for Bigcommerce retailers

Apple’s iOS accounts for 84.6% of the $84.3 million in mobile purchases in 2012.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

30,000 small and medium-sized businesses worldwide that sell via vendor Bigcommerce’s e-commerce and/or m-commerce platforms rang up $824.9 million in online sales in 2012, $84.3 million, or 10.2%, stemmed from smartphones and tablets, Bigcommerce reports.

Of mobile commerce sales, $46.4 million were made on an Apple Inc. iPad, $24.9 million on an Apple iPhone and $13.0 million on a mobile device running Google Inc.’s Android mobile operating system, Bigcommerce says. The iPad and iPhone both run iOS, Apple’s mobile operating system. Apple devices accounted for 84.6% of mobile sales.

These sales figures run contrary to smartphone market share. Android phones account for 52.5% of smartphones in use while iPhones account for 34.3%, according to mobile and web measurement firm comScore Inc.

“Android is more prevalent in numbers because it is licensed to multiple manufacturers that offer their products at multiple price points, both the low and high ends of the market,” says Eddie Machaalani, founder and CEO of Bigcommerce. “Apple products seem to cater to a higher end of the market that may have more discretionary income. This will certainly be an interesting space to watch as smartphones become more prevalent and price points continue to shift.”

More than half of Bigcommerce client mobile sales were made by consumers accessing a retailer’s e-commerce site on a tablet, mainly the iPad. Between 50-60% of Bigcommerce’s clients have opted to deploy the vendor’s mobile commerce site platform for smartphones, so some of the mobile sales include consumers accessing a full e-commerce site on a smartphone.

The remaining retailer clients have yet to optimize sites for smartphones because many are new store owners, many of them also new to e-commerce, and haven’t quite determined what their mobile strategy will be, Machaalani says.

Bigcommerce clients include Gibson Guitar, the Willie Nelson Shop, Jeni’s Splendid Ice Creams, Pandora Jewelers, Yeti Coolers and Grady’s Cold Brew.

One web retailer in the Internet Retailer Top 1000, 33-Off.com, No. 999 in the Internet Retailer Second 500 Guide, lists Bigcommerce as its e-commerce platform provider.

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