Consumer confidence in mobile commerce rises
Ecommerce businesses offering customers the chance to purchase items on their mobile handset may have seen a significant rise in sales as fewer consumers abandon their selections.
Results from a new tracking initiative launched by IMRG have revealed changes in customer behaviour on retailer websites, with fewer individuals abandoning their selections before purchasing them using mobile devices.
The Quarterly Benchmarking Index, which is used as part of the IMRG Capgemini eRetail Sales Index, highlighted a rises in mobile sales from 0.4 per cent at the start of 2010 to 3.3 per cent during the second quarter of this year.
David Smith, chief marketing and communications officer at IMRG, said: "Mobile has been discussed for a while now as an important channel for retailers to engage through and with some retailers having up to 12 per cent of their traffic coming through that channel, its popularity among consumers is clear."
Analysts suggested the increasing sophistication of mobile websites along with an increase in confidence in the validity and security of mobile sales are among the factors contributing to the increase.
Figures also revealed checkout abandonments declined from an average of 37 per cent at the start of 2010 to 32 per cent during the second quarter of 2011, with basket abandonment rates almost double.
Chris Webster, head of retail consulting and technology at Capgemini, said: "Clarity of pricing and delivery charges is essential ... and one click ordering is a very effective way to streamline the process through the checkout."