Smartphone Shopping Driving 70% Of Mobile eCommerce

The mobile eCommerce wave has continued to grab top of mind — and top of consumer wallets — having made impressive inroads into the way people spend, as well as when and how.

Javelin Research said on Tuesday (Oct. 18) that its latest research shows that commerce on the go, so to speak, leapt 60 percent last year to hit $120 billion. And now, according to Javelin, shopping via smartphone generates $0.70 of every dollar spent in a mobile setting.

That’s an impressive number, but the research shows there’s more work to be done. In its report, titled “Mobile Online Retail Payments 2016: Reinventing Shopping in a Mobile-First Era,” Javelin found that buying via mobile browsers is, in fact, more commonplace than may be seen through “native apps,” such as those deployed by marquee names like Amazon.

Mobile browser buying was worth $75.3 billion, compared to apps which brought in buying of as much as $46.9 billion.

“With the holiday shopping season upon us, retailers must stay off of consumers’ naughty list by meeting consumers’ mobile shopping expectations for a streamlined experience and fast and secure checkout options,” said Emmett Higdon, director of mobile for Javelin Strategy & Research. “Cutting-edge retailers, like Adidas, Nordstrom and Sephora, are also using augmented and virtual reality to provide shoppers with mobile-exclusive experiences, enabling them to preview purchases in their own homes and virtually ‘try’ products before making a decision.”