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.”