By: Arijit Banerjee

 With 5.6% of the total online traffic in 2010, to a staggering 57.2% in 2015, Mobile is becoming ‘THE’ leading Ecommerce sales driver. The total footfall in physical stores was down by a considerable 10% compared to last year. However, most sellers hadn’t had to be sorry for that because they had already done their homework and anticipated the trend well in advance. Yes, they went ecommerce! And it paid off.

“Conversion rate was a healthy 4.4%, an increase of 6.33% on 2014’s figure.” – econsultancy

The foreplay to this ecommerce development was well strategized as many sellers blasted emailers and allowed their customer base to sign up and get alerts on every deal that was being announced. This led to a gung ho response from shoppers during the shopping carnival.

IBM did an extensive study of online sales on Black Friday and has released the findings. This reportshows the various nuances of online sales. However, the impact of Mobile Devices (read smartphones and tablets) was quite noteworthy.

The following table shows the YoY growth (from 2010 to 2015) of sales and traffic from mobile devices. From a 3.2% of total online sales in 2010 to 36.2 % on this Black Friday, there has been a ten times leap. In the ‘online traffic’ front too, there has been a same kind of growth. Mobile devices this year has fetched 57.2% of online traffic as compared to 5.6% in 2010.

There has been a 10 times growth in sales figure (generated by mobile devices) over the last 5 years.

Is Desktop a Gen X Thing Now?

With the fast paced development in ecommerce, sellers are often caught in the dilemma whether a mobile site is a ‘MUST HAVE’? well, the study conducted by IBM on this year’s shopping trend during Black Friday had some startling revelations.

The illustration below shows the performance of smartphones, tablets and desktops in six parameters, namely percentage of traffic, percentage of sales, conversion rate, bounce rate, average page views and average order value.

It is found that smartphones have outdone tablets and desktops in generating traffic. Smartphones and tablets taken together have outdone desktops in average page views and average order value.

So, this trend is a clear indication that if not now, then certainly in the near future desktops are going to be a gen X thing, when it comes to ecommerce shopping.

So, if you still do not have a specialized mobile presence, then worry not. It’s still not time to hit on the panic button. However, in the years to come, these smart devices will certainly play a decisive role in ecommerce success.

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