Report: Mobile Pushes U.S. E-Commerce to Head of Pack
April 6, 2015
Compared to Canada and the eight largest markets in Europe, the U.S. is still the most attractive e-commerce market, according to a study performed by U.K.-based Centre for Retail Research and Austin, Texas-based digital offers platform RetailMeNot. The study compared the countries individually and compared the U.S. to the eight European countries collectively and found that, despite having a smaller population than the European conglomerate, the U.S. e-commerce market is bigger by revenue ($349 billion in revenue compared to $254 billion in the European countries) and by average order value ($115 per ticket vs. $85 in Europe). Researchers attributed the potential in the U.S. to m-commerce adoption, which is taking the U.S. by storm.
“New generations of smartphones, from the iPhone 6 Plus to the Samsung Galaxy Note, are changing the game in mobile commerce. Consumers in North America and Europe are growing increasingly comfortable transacting over these devices, thanks to increased connection speeds and bigger screens that make anywhere, anytime shopping effortless,” said Josh Harding, vice president of global operations at RetailMeNot, Inc. “As the United States continues to lead e-commerce growth, and mobile commerce maintains its momentum, retailers globally should reevaluate the prioritization of impending technology investments to ensure that they have an optimized mobile experience and fully capture this meaningful revenue opportunity.”