Smartphone Shopping Up, Online Holiday Sales to Grow 14.8%, Says Adobe
Smartphones will continue to gain share as consumers’ preferred method for shopping online, with 48 percent of visits and 27 percent of revenue, Adobe reported. But completed cart orders occur 20 percent less often on smartphones than on a desktop…
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PC due to “sub-optimal checkout experiences,” costing retailers $9 billion in mobile sales, per the report. Shopping visits by tablets are down 30 percent in four years to 8.8 percent of e-commerce sales, it said, saying larger smartphones and smaller laptops leave little room for tablets. Voice-assisted shopping will grow, with 21 percent of consumers saying they plan to reorder frequently purchased items, and 17 percent planning to use voice-activated devices to place one-time orders for in-store pickup. Retailers with stores and online shopping have an advantage, said John Copeland, head-marketing and customer insights, saying many shoppers want to interact with products in store and be able to pick up the orders within hours. Retailers with online and physical footprints are expected to have 28 percent higher conversion online vs. retailers without a traditional storefront, Copeland said. U.S. online holiday season sales this year will grow 14.8 percent to $124.1 billion, with nearly 20 percent of holiday season dollars forecast to be spent between Thanksgiving and Cyber Monday, totaling $23.4 billion of e-commerce dollars, Adobe said. Cyber Monday is projected to become the largest, fastest-growing online shopping day of the year, with receipts of $7.7 billion. Results are based on its analytics, cloud service and surveying more than 1,000 U.S. consumers in October.