CPG and Retail Advertising News


The Rise Of Mobile Shopping: How Smartphones Shape Ecommerce

April 18, 2019 Victoria Pallien

Smartphone commerce sales are on the rise, according to eMarketer, and are estimated to account for 34% of all U.S. ecommerce sales in 2019.

Sizable Growth For Mobile Retail Sales

Desktop purchases still hold prominent value in the ecommerce market (52.4%), projected to account for $331.85 billion in sales this year, but their growth has slowed tremendously to 5% year-over-year.

On the other hand, mobile commerce sales are on the rise, projected to grow 37.7% from last year to account for $203.94 billion this year. M-commerce sales on smartphones are projected to more than double by 2022.

An additional $63.12 billion in online sales will be generated this year by the 103.6 million mobile buyers who use their tablets to make purchases. Consumers are converting at higher rates on tablets, but these sales are only growing at 9.9%. While tablet purchases are growing faster than desktop, they’re still gaining share notably slower than smartphone sales. That’s because more than half of smartphone users in the U.S. will use their mobile devices to make purchases this year, and the average spend per smartphone shopper will rise to $1,763.

M-Commerce Consumer Trends

Younger consumers, like Millennials and Gen Zers, are more likely to turn to their smartphones for retail purchases than their older counterparts.

Young Consumers Buy Via Brand Apps

As of a February survey, 61% of individuals between 18- and 34-years old, who likely grew up with or were early adopters of smartphones and similar technology, used mobile retail apps to make purchases within the last 30 days. A brand’s mobile app is a popular method for ecommerce purchases according to Adobe’s 2019 Brand Content Survey.

Older Consumers Rely On Mobile Web For Purchases

Though brand apps are often most popular for younger consumers’ m-commerce purchases, mobile web is not an avenue to be ignored for older generations like Gen Xers and Baby Boomers. While young consumers gravitate more toward apps, older generations make more purchases through mobile websites.

Brands Focus On Mobile Strategies

According to a Shopgate report, brands should aim to “bridge the online and offline experience gap through mobile,” and it seems many retailers are already taking that advice. 50% of retailers “list a mobile shopping app as a top priority,” Retail Dive reported, proving brands are recognizing and adapting to online shopping via smartphones as a crucial revenue stream.

As consumers turn to their mobile devices for everything from phone calls to social media and now retail shopping via apps, m-commerce is projected to grow by nearly 40% this year.

Reimagining Your Mobile Marketing Win?

Contact Digital Media Solutions today.

About the Author

Victoria Pallien

Victoria Pallien is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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