Dive Brief:
- Mobile phones accounted for 18% of all e-commerce orders worldwide in the first quarter of 2015, according to the new Demandware Shopping Index, up 59% from 2014.
- Personal computers still lead in e-commerce conversion with 66% of orders, but their share is shrinking steadily; tablets logged 16% of orders worldwide.
- Improvements in mobile experience and millennials’ comfort with doing business on the mobile web are helping drive growth.
Dive Insight:
Shopping activity around the world continues to shift to smartphones, aided by mobile-ready e-commerce sites, larger screens, and the increased pace of adoption of smartphones as the primary tool for accessing the Web. More comfortable than older generations with sharing private information on the mobile web, Millennials are speeding the trend.
Worldwide, smartphones logged 18% of all e-commerce orders, up 59% from 2014, while laptops and desktops were down 10% year over year to 66%. Tablets took in 16% of orders around the world, up 3% from 2014.
Countries in Western Europe tend to lag the trend slightly, with more than three quarters of orders still originating on a computer. The United States favors PCs slightly (69% of orders), while the United Kingdom is converting to mobile fast, with 24% of e-commerce from tablets and 24% from phones in 2015.
