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Mobile phone adoption expected to grow to 2.6billion by 2017

With mobiles increasingly in the hands of most shoppers, retailers can ill afford to treat these smart devices as an afterthought when defining customer engagement strategies.

With mobiles accounting for 45.1% of web-shopping traffic in the first quarter of 2016, edging out computers at 45%, the most important screens for retail e-commerce strategists are now small ones according to recent research from Demandware.

“With soaring growth, near-ubiquitous customer adoption and a place in every shopper’s pocket, phones are the most disruptive force to hit retail since retail went digital,” Rick Kenny, Demandware Head of Consumer Insights writes on his “Introducing the Mobile Shopping Focus” blog.

Mobile first in traffic
Kenney goes on to write, “Mobile First’ is here. We are now on the path to ‘Mobile-Only’.”

Based on more than 20 million transactions and more than a billion visits to e-commerce websites, spanning more than 30 countries the report indicates mobile traffic to e-commerce will represent over 70% of total traffic by the end of 2018 with millennials and GenZ users driving the shift.

But as shoppers engage their mobiles to start their shopping journey, are they ready to complete their purchase via that channel?

Yet to conquer payments
For now, the answer is no. Conversion rates on mobiles continues to fall short of tablets and computers primarily because of the payments hurdle. While mobile conversion improves at a solid rate, the 52% checkout completion reported on mobile devices is 11% lower than that of desktop.

However, that’s likely to change as the likes of PayPal’s digital wallet payments, Apple Pay’s move to the web and other payment and technology business heavyweights arm shoppers with better tools and increasingly streamlined paths to mobile purchase.

Download Demandware’s Mobile Shopping Focus report more insights and details.

Tags: payments, Mobile

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