The State of Retailing Online 2015 report finds search and email leading the pack with e-retailers.
Tickets and apparel are among the most popular, says comScore.
For the first time, web and mobile measurement firm comScore Inc. is breaking out mobile commerce sales by product category. The firm offers a glimpse at what mobile shoppers are buying.
Following are select product categories, the percentage of web sales from desktop/laptop computers, the percentage from smartphones, and the percentage from tablets, for the first half of 2013, according to comScore:
- Event tickets, 84.6%, 10.9%, 4.5%.
- Apparel and accessories, 90.3%, 6.2%, 3.5%.
- Consumer electronics, 94.4%, 2.6%, 2.9%.
- Computer hardware, 94.5%, 3.3%, 2.1%.
- Consumer packaged goods, 95.6%, 3.0%, 1.3%.
Overall, 90.4% of total web sales came from desktops and laptops in the first half of 2013, 6.0% from smartphones and 3.5% from tablets, comScore says. The percentages don’t add up to 100% because of rounding.
Mobile commerce sales hit $10.6 billion in the first half of 2013, comScore finds, up 27.7% from $8.3 billion during the first half of 2012.
“While mobile devices are already extremely influential in the overall buying process, they are also beginning to drive a meaningful percentage of digital commerce,” says comScore chairman Gian Fulgoni. “One out of every ten consumer e-commerce dollars is now spent using either a smartphone or a tablet, and growth in this segment of the market is outpacing that of traditional e-commerce by a factor of 2x, which itself is growing at rates in the mid-teens. Any channel shift has the potential to be disruptive to established revenue streams, and it would appear that m-commerce spending has reached enough of a critical mass that key stakeholders must begin to address this new market dynamic today or risk losing competitive advantage.”