M-Commerce Should Expect the 'Better-Than-Expected' This Holiday
The revision comes off of increased investment in device-based systems by major retailers like Best Buy and Home Depot. eMarketer is seeing m-commerce increase 68.3% this year, with projected growth rates coming down to 36.1% next year but remaining in the 20% to 30% range of growth through 2016. By 2017 the researcher expects 26% of online sales to be going through devices.
In terms of revenue in the U.S. tablets rule -- responsible for 62.5% of sales this year. The share of revenue coming from the larger of the small screens is up from 56.2% last year. These analysts see tablets continuing their dominance through 2017 when smartphone share of mobile buying will shrink to 27%.
My guess is that as retailers themselves streamline their e-commerce experiences across screens the distinctions will fade among consumers. Companies like eBay and Amazon took early
leads in m-commerce precisely because shoppers like myself had confidence in both the company and the familiar process we encountered on handsets and tablets. As the focus moves to shared and seamless
experiences regardless of screen, the consumer will care less and less about where she taps that button.
"Woman with Santa Hat and Smartphone" photo from Shutterstock.