Technology is having a significant impact on shoppers this Holiday season. Given the convenience of shopping from the comfort of your home or office is contributing to the rise in eCommerce and mCommerce this year.
According to data released by Adobe, a record $2.98bn was being spent on purchases online this Cyber Monday, a 12% increase from 2014 and the largest online sales day in history. Mobile devices were significant drivers of sales, accounting for 49% of shopping visits (38% from smartphones and 11% tablets). Mobile sales came to $514m or 28% of all eCommerce on Cyber Monday. Dallas-Fort Worth, Chicago and Los Angeles ranked highest for US mCommerce sales.
In its Holiday 2015 Predictions, Adobe forecast 51% of browsing via mobile devices and 29% of purchases on Cyber Monday. Thanksgiving and Black Friday reached a 34% share in mCommerce.
Adobe Holiday season predictions
Research from eMarketer in June 2015, found that US mCommerce would grow almost 38% this year. Social media was a key driver, with Facebook and Pinterest leading referrals to sellers’ websites.
Monica Peart, Analyst, eMarketer, says:
“As US consumers become more comfortable with conducting a litany of activities with their smartphones, fewer people are putting down the phone to make a purchase using another device. Consumers are opting to complete their transaction with the same device they began the shopping journey with, and that is increasingly with a smartphone.”
But what lies beyond mCommerce could be even bigger: contextual commerce. It allows for a much tighter integration of a user’s personal data from smartphones and wearables as well as stats from social platforms such as Facebook to offer relevant deals and easier payment methods. Already, apps such as TabbedOut let users pay for their restaurant or bar tabs via their smartphones. The future of contextual commerce also means that your device will alert you to local or online deals on items you previously searched for. Automated grocery lists and auto-ordering are all part of what’s in store for shoppers.