Mobile Is Driving Retail Ecommerce Sales Worldwide

In 2017, retail ecommerce sales worldwide reached $2.304 trillion, a 24.8% increase over the previous year, eMarketer estimates. 

Mobile was a key factor, as mcommerce sales totaled $1.357 trillion, making up 58.9% of digital sales—a large jump in share from 40.2% in 2015.

A majority of first-time digital buyers are now completing transactions via mobile devices, specifically smartphones. And as this audience becomes digitally mature—moving from browsing to buying—their purchase frequency and amount spent online will only increase.

And mcommerce purchases are becoming more frequent, as mobile basket sizes and average spending grew in 2017. Each region had notable growth in mobile’s share of ecommerce. In Asia-Pacific, the proportion grew from 70.3% in 2016 to 76.1% in 2017. In Western Europe—where tablets play a role in several countries—it jumped from 31.3% to 35.4% over the same period.

In terms of total retail sales worldwide, mcommerce accounted for 6.0% last year. eMarketer expects that by 2021, that share will double to 12.7%, due to continued mcommerce growth, especially in Asia-Pacific.

These estimates are drawn from eMarketer's latest report "Worldwide Retail and Ecommerce Sales: eMarketer's Updated Forecast and New Mcommerce Estimates for 2016-2021." The report includes eMarketer's updated forecast for global retail sales, retail ecommerce sales, digital shoppers and digital buyers, as well as new estimates for mcommerce sales. eMarketer PRO subscribers can access the full report here. Nonsubscribers can learn more here.