Dive Brief:
- Less than half (48%) of e-commerce traffic in the U.S. originated on a desktop or laptop during the second quarter of 2015, according to Demandware statistics, down 10% from the same period in 2014.
- While mobile now accounts for more than half (52%) of e-commerce traffic, it accounts for only 31% of orders.
- E-commerce traffic from smartphones rose 12% from the second quarter of 2014 to the same period in 2015, taking share from desktops, laptops and tablets.
Dive Insight:
While mobile traffic is surging, according to data from the Demandware platform, orders completed via mobile aren’t growing as fast. While smartphones and tablets together now account for 52% of e-commerce traffic, desktops and laptops still rule when closing sales, accounting for 69% of orders in 2015, down only 5% from the prior year.
Despite the promise of mobile, the average order value on small screens is lower, too, according to fourth-quarter 2014 numbers form Monetate. On a PC, the average order was $127.28, while it was only $113.10 on a smartphone and $80.69 on tablets. For retail marketers, that means that the full web experience remains a more comfortable place for consumers to browse and buy, at least for now.
