Thursday, 7 June 2012

UK E-commerce Is Gathering Pace, But Is The Future Mobile

The e-commerce business to consumer (B2C) market in the UK is going from strength to strength according to eMarketer who publishes data, analysis and insights on digital marketing, media and commerce.

B2C sales in the UK topped $109 billion (about £71 billion in english money) in 2011 and is expected to top $124 billion (£80 billion) in 2012.

UK B2C Ecommerce Sales 2010-2016 Chart
Chart Image Credit - eMarketer.com

Retailers are now using multichannel's to keep up with the ever demanding consumer. Some are now offering "click and collect" services, allowing the consumer to select and reserve goods online and collect them from their nearest store, while others are offering premium next-day delivery for the same price as a 3 day service.

In this day and age with some high street stores closing and many are struggling to keep their head above water it is important that the retailer is in touch with consumer shopping habits. Mobile has become a very important tool in the tech-savvy shoppers arsenal. The always on the go and connected shopper now has the tools at hand to make a better and informed decision on a potential purchase.

In-store Mobile Shopping Activities of UK Mobile Internet Users Jan 2012 Chart
Chart Image Credit - eMarketer.com

As you can see by the graph above 34% of shoppers compare competitor prices on their mobile device whilst in-store, while others are seeking product reviews online or asking friends advice on social networks like Facebook and Twitter. 5% end up buying an item through their mobile device, these figures are expected to grow exponentially as smartphone adoption grows further in the UK.

Jonathon Brown, head of online selling at John Lewis told the Guardian newspaper at the end of 2011 "Mobile has reached a scale now where all retailers must take it seriously."

What are you doing to keep up with the always on and connected consumer? Let me know in the comments below.