Majority of online traffic to fashion websites during the holiday season comes from mobile devices, accounting for 67% of total visits.
In the rapidly evolving world of retail, mobile shopping has taken centre stage this holiday season. According to recent reports, mobile phone traffic to fashion retail sites accounts for an impressive 67%, a significant increase from previous years.
This shift towards mobile shopping is not just a passing trend. Shopify merchants reported that an overwhelming 69% of purchases were made on mobile devices, with mobile sales accounting for 52% of sales on fashion retail sites. This trend is further highlighted by the 53% increase in mobile phone conversion rates since the 2018 holiday season.
Despite desktop sales accounting for a significant portion of sales, the average order value on mobile phones is closing the gap. While desktop sales still lead with an average order value of $107.16, mobile sales are not far behind at $97.71. Interestingly, tablet sales show a slightly higher average order value of $101.72, but traffic to fashion retail sites from tablets accounts for only 4%.
The increase in mobile shopping is not confined to the fashion industry alone. Reports predict that mobile shopping will play a crucial role this holiday season, with consumers shopping more on mobile than via desktop. Nosto CEO Jim Lofgren emphasised this point, stating that the difference in consumers' average purchase value between mobile and desktop is noteworthy.
Salesforce's findings support this trend, with mobile orders increasing by 35% this year. The report from Bloomreach reveals that 66% of shoppers using mobile visited business websites directly or via email marketing.
Lofgren further explained that despite shorter visits on smaller screens, mobile fashion shoppers are still making purchases, suggesting a need for a mobile-first mentality for retail success. This shift towards mobile shopping is set to continue, with the Weihnachtsshopping Report 2025 by eBay indicating increased activity in online shopping, which often includes mobile shopping platforms, though the specific businesses or sectors involved were not specified in the report.
In conclusion, the holiday shopping season of 2021 is set to be a mobile-dominated one. Retailers who prioritise a mobile-first approach are likely to reap the benefits of this growing trend.
