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Smartphone first for online sales

The smartphone has, for the first time, overtaken the desktop PC as the main source of online sales revenue in the UK. The latest IMRG Capgemini e-Retail Sales Index shows that in Q4 2018/19 (November-January), 40.4% of the UK’s online sales revenue came through a smartphone, compared to 39.7% from a PC and 19.9% from a tablet.

Lucy Gibbs, Senior Consultant in Retail Analytics at Capgemini Invent, said: “The advancements over the last few years in mobile banking, in-app purchases and a greater focus on optimising m-commerce sites have all increased confidence in purchasing on smartphones.”

She added: “Although smartphones now have the largest share in revenue, they are still seeing the lowest conversion rates, behind tablets and desktop. However, the significance of our use of mobile in influencing our buying decisions should not be underestimated even when we are completing purchases elsewhere.”

In Q4, just under three quarters (74.3%) of site visits were made through mobile devices and 25.7% through desktops. As recently as 2015, the split was 50:50.

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