Dive Brief:

• Email is leading to 26.7% of sales on smartphones in 2013, while social media led to only .6%, according to e-commerce analytics firm Custora. 

• Email also brought 12.1% of sales on tablets and 20.9% on desktops, according to Custora’s E-Commerce Pulse Mobile report, while social media sparked .2% of sales on tablets and .3% on desktops.

• Direct traffic in 2013 led to a higher percentage of sales on mobile compared to  desktops — 32.9% on phones, 22.5% on tablets, and 21.3% on computers. Retail sales on mobile rose from $2.2 billion in 2010 to $42.8 billion in 2013, Custora said.

Dive Insight:

Sales are growing on mobile, but keep in mind, says Custora CEO Corey Pierson, that people using mobile devices are likely to be using other devices to shop as well. It will be increasingly important, Pierson says, for retailers to suss out and accommodate their customers’ device preferences.