Smartphones Now Account for 1/3 of Online Shopping Traffic

Smartphones Now Account for 1/3 of Online Shopping Traffic

March 25, 2015         Written By John H. Oldshue

There is a significant shift in the way people research and buy products online–more and more consumers are using mobile devices rather than personal computers.

Smartphones accounted for 34% of the worldwide online shopping traffic and 16% of eCommerce orders during the fourth quarter of 2014, according to a report by Demandware. By comparison, mobile devices only accounted for 23% of traffic and 10% of orders during the same period in 2013.

Tablets accounted for 14% of traffic and 17% of orders, up from 4% and 9% during the fourth quarter of the previous year.

While online traffic and orders have risen sharply on mobile devices, computer-based traffic decreased substantially. But personal computers still accounted for 52% of the traffic and 67% of eCommerce orders.

Online shoppers are also more active now than ever before. When comparing the fourth quarters of 2014 and 2013, online merchants saw a 12% increase in visits per shopper and a 13% larger basket per shopper.

Another interesting note is the time spent on a site during an online visit shrunk by 22% in 2014 compared to the previous year. Smartphone shopping showed the greatest decrease: 37%.

What does this mean for businesses in the coming years? Mobile compatibility and eCommerce is now more important than ever. Since consumers are spending less time per visit when shopping, retailers need to engage the visitor with intriguing content as well as shopping tools that retain the consumer’s attention. In order for retailers and service providers to stay relevant with today’s shoppers, they must tune into the growing reliance on mobile technology and ensure their businesses can keep up with the trend.

Demandware predicts by the end of 2015, smartphones will become the number one source of online shopping traffic. The organization also predicts that “tap devices,” such as smartphones and tablets, will make up for 40% of web-based orders.

The information contained within this article was accurate as of March 25, 2015. For up-to-date
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About John H. Oldshue

John Oldshue is the creator of He worked for over 15 years in television and won an Emmy award for his reporting. He covers credit card rate issues for
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