Over half of visits to fashion websites during the holiday season are made via mobile devices.
The holiday shopping season is upon us, and this year, mobile shopping is set to play a crucial role. According to various reports, more than half of shoppers plan to use mobile devices for their gift purchases. This shift towards mobile shopping is evident in the sales figures of Shopify merchants, where over 69% of purchases during the most recent sales period were made on mobile devices.
Interestingly, the average order value for mobile sales was $97.71, slightly lower than desktop sales at $107.16. However, the difference is noteworthy, indicating a trend towards lower-value purchases on mobile devices. This finding aligns with the observations of Nosto CEO Jim Lofgren, who stated that mobile fashion shoppers are expected to make shorter visits and smaller orders.
Despite the lower average order value, mobile phone traffic accounted for nearly 67% of traffic to fashion retail sites, bringing in the most revenue. Desktop came in a close second, accounting for more than 27% of traffic. Tablet traffic, on the other hand, accounted for merely 4% of traffic to fashion retail sites, with an average order value of $101.72.
Salesforce found that mobile orders increased by 35% this year, a significant leap in mobile shopping activity. Moreover, mobile phone conversion rates increased by 53% since the 2018 holiday season, further highlighting the growing importance of mobile shopping.
A report from Bloomreach indicates that 66% of shoppers using mobile visited business websites directly or via email marketing. This suggests that businesses should focus on optimising their mobile websites and email marketing strategies to cater to this growing segment of shoppers.
Being successful as a retailer comes down to having a truly mobile-first mentality, according to Jim Lofgren. With mobile shopping set to dominate the holiday season, it's clear that retailers who prioritise a seamless mobile shopping experience will reap the rewards.
