3 essential trends in mobile online shopping

3 essential trends in mobile online shopping

Mobile e-commerce, or simply m-commerce, is coming up fast. Since the evolution of smartphones and the introduction of tablets, the traffic from these devices has been growing fast. As an online store owner it is important to keep an eye out for the latest trends – so you can utilize these developments to their full potential.

It has been a much debated subject among (online) marketing experts and online store owners for years: the rise of mobile. Now it has really made a breakthrough, and more and more people are using mobile devices to shop online, there are emerging some trends that are too important to ignore.

Mobile generates more and more sales

The essence of e-commerce remains the online order –that is why it is a good thing to keep the numbers in mind when we are discussing trends. Mobile has, very clearly, a growing influence.

An investigation of Blauw Research shows that, in the second half of 2012, already more than 12% of the online orders have been submitted through a mobile device. Thuiswinkel.org (the originator of the research) expects this number to continue to grow in the first 6 month of this year. The mobile orders show, compared to the second half of 2011, a growth of 73%.

A different research that confirms this trend was carried out by Adobe. They researched tablet users in the US, and 43% of the users mentioned that they enjoyed online shopping on their tablet – the only downfall seems to be that not all online stores seem to be up to date. Even though this number is not based on Dutch users, it shows where the trend is going.

Tablet users love video

The same research from Adobe shows that tablet users love video. In the last quarter of 2012 the use of video increased by another 10% compared to the previous quarter. Adobe also added that tablet users spend more money than smartphone users, and that they are more likely to try out up and coming online technologies.


If we take all of this into account and look at e-commerce, we can see a great opportunity. Video (usually) generates more conversation on product pages of online stores. Because the customers get a chance to get an even better look at the product, without having to make an effort, they are more likely to make a purchase. Add to this the love for video of the tablet user, and a new trend seems to have arrived.

More men than women

Another striking trend is the sex of the mobile shopper. Where many people would assume that it is mostly women who shop online, it is a very different story in regards to tablet users. Worldwide research has shown that men shop a lot more online than women – it seems that they, with their love for gadgets, are more likely to use one of these devices when the have to make a purchase..


This is an interesting trend because most online stores focus on either men or women. With the given information you can adjust your strategy. Even online stores that focus on both sexes can use this information: it could be used, for example, to reach your male target audience through certain marketing channels.

It seems that m-commerce is here to stay, the numbers prove it. We will find out what kind of opportunities this will bring us in the future.