Custora has released a new report based on its “E-Commerce Pulse” data from over 100 online retailers, 70 million consumers, and $10 billion in transaction revenue. It says that mobile e-commerce has hit an all-time high, which is hardly surprising.
According to the report, the U.S. mobile e-commerce is a $40 billion market with expected sales of $50 billion this year. It’s seen $12.2 billion in the first quarter alone.
Custora’s Kyle Shepherd writes, “In the past four years, the mobile e-commerce market grew 19-fold: From $2.2 billion in 2010 to $42.8 billion in 2013. This represents 1875% growth over these four years, and 111% 4-year CAGR (Compound Annual Growth Rate).”
The report finds that over a third of visits to online stores now come from mobile devices (including tablets), and that Apple is dominating e-commerce for the time being.
“Apple’s mobile supremacy remains but continues to be challenged, most notably by Samsung and more recently, Amazon,” writes Shepherd. “Over the last two years, iPhone’s share of e-commerce orders done on mobile phones went down from 75.1% in 2012 to 50.6% in Q1 2014. Samsung phones have more than quadrupled their share of phone orders over the same time period — growing from 6.9% in 2012 to 15.3% in 2014.”
iPad accounts for the biggest share of tablet e-commerce orders, but Samsung’s share of that pie is on the rise, as is Amazon’s.
Perhaps the biggest takeaway of all is that email marketing drives mobile purchases much more than social media. People responding to email marketing and people going directly to e-commerce sites saw the highest share of purchases from phones. Email marketing, according to the report, drove 26.7% of sales on phones compared to 20.9% on desktop and 23.1% on tablets. Social media only accounted for 0.6% on phones and 0.2% on tablets.
The report is available for download here.
Images via Custora