The impact of mobile on e-commerce and retail in general is no longer in any dispute, but a new study indicates its effect goes way beyond an individual transaction. According to The State of Retailing Online 2017: Key Metrics, Business Objectives and Mobile, a study commissioned by the National Retail Federation and undertaken by Forrester, while online sales accounted for 11.6 percent of total retail sales in the U.S. last year, “digital touchpoints” affected about half of all sales. In response to this growth, 54 percent of retailers polled indicated mobile is one of their top initiatives, outpacing marketing and site merchandising. Omnichannel implementation also made the list of top priorities for 2017, identified by 22 percent of respondents.
Smartphones continue to account for a growing percentage of sales and, accordingly, retailer investment. The study found, on average, U.S. retailers reported around 30 percent of online sales were made on smartphones, a 65 percent increase from 2015.
“Smartphones are driving retail sales more than ever, and retailers have found that even modest investments in mobile initiatives can result in huge returns,” NRF Vice President for Digital Retail Artemis Berry said. “This is no longer a new way to reach customers, but it has certainly become a highly effective method and one that boosts the level of customer engagement across the brand.”