eMarketer: Mobile To Win 15% Of Online Retail Sales This Year

Multi-Device UsageA new report from eMarketer estimates that 15 percent of online retail sales will be made on a mobile device this year, climbing upwards of $39 billion by the end of 2013. The majority of sales will be made from a tablet with only 35 percent of m-commerce happening via a smartphone.

This year’s expected m-commerce sales reflect an 11 percent increase from 2012. Total m-commerce sales are projected to reach 25 percent by 2017, topping out at $108 billion in the next four years. This year’s $39 billion in retail m-commerce sales is nearly triple the amount earned in 2011.

eMarkerter mcommerce growth

According to eMarketer, one of the primary reasons mobile is driving e-commerce sales is because it, “…stimulates incremental purchases that stem from impulse buying.” Mobile devices offer consumers a prolonged shopping day, removing the need to be in a store or on a desktop to make purchases.

By the end of this year, 51 percent of digital buyers will use a mobile device to make a purchase, with the majority of online shopping happening on a tablet. In the next four years, eMarketer estimates 71 percent of U.S. retail m-commerce sales will be made on tablets compared to only 27 percent of m-commerce sales made using a smartphone.

eMarketer mcommerce report

Excluding travel services and event tickets, m-commerce sales represent products and services ordered online using a mobile device regardless of whether payment or fulfillment took place on the mobile or in-person. Citing lower-than-expected 2012 year-end reports, eMarketer stated that these projected figures reflect a slight decrease from forecasts made in January of this year.

Related Topics: Channel: Retail | E-Commerce | Internet Marketing Industry: Stats | Mobile Marketing | Statistics: Market Share | Statistics: Mobile Marketing | Statistics: Online Behavior | Statistics: Online Shopping | Statistics: Spend Projections | Top News

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About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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  • Pat Grady

    Fabulous data! Our clients are ROAS focused, happy to see this report focused on sales data, rather than just traffic data.

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