November 28, 2017
Companies tracking holiday shopping noted this week the inroads mobile is making as a share of e-commerce in the U.S. In global markets that share is even higher, at least according to one company. Dutch online payments provider Adyen said an analysis of the online transactions it processes shows that, for the first time, more than half of them now take place on mobile devices. Fifty-two percent of its customers’ transactions now originate on a smartphone or tablet, the first time they have outnumbered those performed on a desktop or laptop, the company said. Conversion, however, is still better for desktops, according to Roelant Prins, chief commercial officer at Adyen.
“On average, we see that during the checkout phase, the customer drop-off rate is 9 percent higher than on desktop,” Prins said. “So there is a huge opportunity for retailers to optimize their checkouts by supporting one-click payments, stored cards, user profiles and much more. Mobile is only going to become more important as consumers become increasingly comfortable using new mobile payment methods such as Facebook or WeChat messaging apps, Apple Pay or Pay with Google. Those who provide a seamless experience across mobile web or in app are giving themselves the best chance for success.”