Mobile Shopping Lives Up to The Hype

Do you shop on your smartphone? If so, you’re not alone – far from it.

According to a recent study from eMarketer, in 2012, consumers spent $25 billion on purchases made from phones and tablets, an increase of 81 percent from 2011.

It’s not just phones, though. Tablets are also hugely popular in terms of e-commerce. In fact, last year was the first year ever that people spent more money shopping on tablets ($13.9 billion) than on purchases from smartphones ($9.9 billion).

Mobile shoppers also spend more per order (an average of $329 per order) when purchasing on tablets than on phones (an average of $250 per order).

While mobile accounts for a meager 11% of all e-commerce, e-Marketer predicts that mobile will represent a quarter of all e-commerce ($87 billion) by 2016.

“People are more likely to use tablets while they are in a shopping mood, like lounging on the couch,” writes Claire Cain Miller in The New York Times. “And their bigger screens make shopping easier than it is on smartphones and in some cases easier than on computers, because shoppers can zoom in or drag items to their carts with their fingers.”

Not surprisingly, big e-commerce sites like Amazon.com and eBay are seeing bigger gains in mobile commerce than smaller sites that don’t have the resources to streamline the mobile shopping experience.