Mobile the channel of choice as shoppers splurge

Mobile the channel of choice as shoppers splurge

Salesforce has released its quarterly Shopping Index which shows that during the holiday season, 62% of all e-commerce traffic and 46% of all orders came from mobile devices.

UK shoppers registered the greatest buying intent ever seen over the last nine quarters with 22% demonstrating a buying signal like searching, adding a product to cart or starting a checkout. UK retailers, meanwhile, reported a 9% increase in overall traffic year-over-year, and all new visits were driven by mobile which saw a 21% increase in traffic in Q4.

Jamie Merrick, Director of Strategic Solutions at Salesforce Commerce Cloud, says: “Aside from the obvious convenience, the channel of choice for the UK's online shoppers is evidently mobile. Two-thirds of traffic is coming from mobile and it accounts for nearly half of all orders placed. It begs the question: why mobile? The ability for brands to deliver a personalised experience might be the answer. Customer confidence in mobile is high and today's shoppers expect the benefits of a friction-free transaction, site recognition and ease of search functionality all driven by AI.”

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