The percentage of online sales made through mobile devices rose again in Q3 2015, reaching 45% after stalling at 42% in the previous two quarters, according to the latest results from the IMRG Capgemini Quarterly Benchmarking.
Visits to retail websites on mobile devices reached 63% in the same period, up from 60% in Q2 2015.
It is likely that the release of the new iPhone 6 in September boosted mobile penetration, according to IMRG, as these devices are increasingly being used for a range of activities including browsing and shopping.
IMRG chief information officer Tina Spooner said: “With almost two-thirds of traffic to retail websites now coming via mobile devices, it is clear that smartphones and tablets are now the preferred choice for the majority of online shoppers.
“The launch of the iPhone 6S and 6S Plus appears to have had a positive impact on m-retail penetration, with 45% of online sales now coming via mobile devices during the third quarter, up from 37% during the same period last year. Significantly, a tipping point was reached for apparel retailers, with smartphones and tablets now accounting for half of all ecommerce sales.”
While conversion rates are growing on smartphones and tablets, these devices also have the highest checkout abandonment rates – 52% higher than that on desktop / laptops.
Q3 also saw a record high for the percentage of click and collect orders for multichannel retailers, at 23% of online sales and up from 18% in the same period last year.
Alex Smith-Bingham, head of Digital, Consumer Products and Retail, Capgemini said: “Thanks to the advanced functionality of today’s smartphones, m-commerce has come a long way in a relatively short amount of time. Utilising the available technology retailers are able to create a more intuitive, frequent and convenient experience than on a PC, so it’s no surprise more customers are choosing to make purchases on their smartphones.”