Smartphone Traffic Grows 269% but 90% of Carts Abandoned

[djbaxter]

E-Commerce: Smartphone Traffic Grows 269 Pct, 90 Pct Of Carts Abandoned
by Greg Sterling, Marketing Land
April 30, 2015

Since Black Friday 2014 e-retailers have come to recognize that smartphones are now a major force in online shopping. However conversions remain a challenge for most e-commerce sites. The latest data from MarketLive reflect this as well, showing tremendous growth in smartphone traffic but more limited growth in smartphone transactions.

According to the company?s Q1 report (drawn from its client base):

• Smartphone visits grew by 269 percent over Q1 2014, which was 27 percent of total traffic
• Smartphone orders were up 104 percent, and reached 13 percent of all transactions

Overall mobile devices (including tablets) represented 41 percent of traffic in Q1 2015. But they generated only 26 percent of total e-commerce sales. It?s interesting to note that tablets? share of traffic and revenue are identical, though overall tablet traffic and revenue are declining.

MarketLive pointed out what may be obvious but is still important: e-commerce sites are leaving mobile money on the table. Smartphone ?traffic and cart additions rose significantly? vs. a year ago, as indicated above. However ?nine out of ten smartphone carts were abandoned? in Q1. This goes to the user experience and friction in the checkout process.

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[Leonski]

This level or cart abandonment is not that unusual for a new emerging platform like mcommerce.

I expect that when the visitor growth levels out cart abandonment will decrease.