ShopVisible, an eCommerce platform for mid-market retailers and B2B sellers, just released its latest Influence & Impact eCommerce Benchmarking Report, which – among other things – found that site traffic from mobile devices and tablets continues to rise in 2014, capturing 38% of all site traffic during the first half of the year. In their 2013 recap, ShopVisible found that 30% of site traffic came from something other than a desktop/laptop, and during the holidays, mobile traffic alone accounted for 20%.
It’s clearly time for retailers to think about optimizing their sites for all devices if they haven’t already. Whether that means creating a separate mobile site, redesigning a site to be responsive, or creating an app, optimizing for all screens has become a necessity and the trend suggests that it will continue to grow this holiday season.
ShopVisible’s data also uncovered that orders from mobile and tablet devices as a combined percentage of total order volume has increased over last year, but there’s still a significant difference in the amount of traffic that arrives from these devices and the amount of orders placed. In 2013, only 4% of orders came from mobile, and 11% from tablets — both have increased (6% for mobile, 13% for tablet), but there’s still a gap.
This data signals that consumers are increasingly browsing from these devices but have yet to transact in the same way as they would a traditional browser/web experience. Additionally, average order values remain much lower on mobile devices than those on a desktop/laptop, emphasizing a significant opportunity for online retailers to increase overall revenue from mobile devices and tablets through optimization.
Original article found here