Mcommerce Becoming UK's Default Ecommerce Option

More than half of ecommerce in H2 2016 came via mobile devices, study says

Author: Bill Fisher

March 9, 2017

Ecommerce is ubiquitous in the UK. eMarketer estimates almost nine in 10 of the country’s internet users and nearly 80% of the population will make a digital purchase in 2017—the highest rates in Western Europe. And that activity is increasingly happening via mobile devices.

A February report from Criteo showed just how pervasive mobile is becoming in the UK's digital retailing mix. More than half (52%) of retail mcommerce transactions on Criteo’s platform were made via mobile devices in Q4 2016, a proportion well above those in the other five Western European countries covered in the study. 

Other research shows the degree to which mobile devices are becoming ecommerce transaction tools. Q3 2016 data from Think with Google and Ipsos, for example, found that 56% of UK smartphone users purchased a product via their device in the past month. Only browsing for products garnered a greater response rate.

For retailers, the impetus to mobile-optimize their digital storefronts has never been greater