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Shoppers spend £18bn via smartphones in 2017, with the UK leading the way

by: Paul Skeldon, InternetRetailing 08-Jan-2018

Original article by Paul Skeldon, published on www.internetretailing.net, December 20, 2017.

By the end of this year shoppers will have spent nearly £18bn using a smartphone – more than via a tablet computer, for the first time, according to eMarketer analysis.

According to the figures, 49.7% of all retail m-commerce sales will be made via smartphone in 2017, compared to 49.4% via tablet. The remainder comes from sales via a feature phone. eMarketer also predicts that by 2021, retail sales via smartphone will account for 56% of m-commerce sales.

Up to now, says eMarketer, UK shoppers’ use of tablet computers to buy has been among the highest in Europe. But, it says, growth has levelled off as people move towards large-screen smartphones.

Some 19% of UK retail sales are expected to have taken place online in 2017, estimates eMarketer, accounting for £83.55bn. It says that by 2021, more than a quarter (25.8%) of all retail sales will be digital.

“To put that into context, the proportion in the US will be less than half of the UK total this year, at just 9.0%,” said Bill Fisher, senior analyst at eMarketer. “Indeed, outside of China, the UK is the world’s most advanced retail ecommerce market in terms of proportional sales. And despite, or perhaps because of, the current economic uncertainty in the UK, ecommerce sales continue to post strong growth.”

The dedicated Mobile-First Theatre at IRX will be a hub for those looking to fully engage the mobile shopper and ensure their business moves towards a mobile-first strategy.

Senior executives from the digital landscape -  Google, John Lewis, Facebook & Instagram, Kurt Geiger and Schuh, amongst otherswill take to the stage debating key topics ranging from  the role of social media through mobile devices & how it has become transactional, to improving loyalty through apps and how you can deliver a great mobile shopping experience that keeps customers spending.

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