More people browse on mobile but buy via desktop

Chart of the Week: 53% of traffic to online stores comes via mobile devices, but this translates to just 32% revenue

While the majority of people browse sites via a mobile device, it seems that the majority of purchases are still made via desktop. According to Wolfgang Digital’s KPI Report 2019, 53% of traffic comes from mobile devices, but mobile accounts for just 32% of revenue.

However, this is actually an improvement on last year’s finding, with revenue on mobile device increasing by 23%, suggesting that it is now becoming easier and more convenient for people to press ‘buy’ on their smartphone.

In comparison, desktop accounted for 37% of traffic but over half (56%) of revenue, showing that larger purchases are still being made via computers. Tablets only took a small share of the overall market, with 10% of traffic and 12% of revenue.

Although the majority of sales come via desktop, it’s important to ensure your marketing and website is optimized for those viewing it on mobile devices. While mobile revenue isn’t as high, it is the fastest growing channel for those shopping online and is likely to continue to grow this year.

Looking at ways to make it easier for customers to purchase via a mobile device, such as apps or shoppable posts, will likely increase the number of orders received from those browsing on smartphones. It could also help improve your overall conversion rate, as shoppers aren’t moving away from your site before returning to purchase on a different device.

On top of this, a lot of people engage with brands – whether it’s via social media or when browsing – on mobile devices. Ensuring that they have the best possible experience will help to bring them back to make a purchase, even if they return on a computer rather than a smartphone.

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