John Lewis has reported a significant rise in mobile shopping over the last year, with 53% of web traffic now coming from smartphones and tablets.
Shopping on mobile devices overtook shopping on desktop computers for the first time on Christmas Day and rose steadily over the first seven months of 2014.
The scale of the online shopping revolution was outlined in John Lewis’ second annual “How we shop, live & look” report into shopping habits across the UK.
“The most significant shift of the past twelve months in how we shopped has been the rise of mobile as a go-to way to shop,” the report noted.
“We have also seen a higher growth in conversion on mobile and tablet this year. The popularity of the John Lewis app has been an important part of this shift to purchasing on mobile devices, with customers who use the app shopping more frequently.”
But while mobile has become increasingly important for John Lewis, it should not be seen in isolation, John Lewis has warned, adding that ability to mix and match purchase channels and delivery options, is now the norm as it offers more convenience for customers.
"Shoppers want to collect orders in a way which fits seamlessly into their everyday lives. So you can now pick up online buys through Collect+, a network of over 5,500 local neighbourhood shops," the report said.
Transport hubs are also being explored as key locations for picking up purchases. John Lewis will open a Click & Commute shop in St Pancras station this autumn to meet busy workers’ needs for a speedy transaction.
But John Lewis department stores are just as important to our customers as online, the retailer said.
“The percentage of sales carried out in shops accounts for around 70% of all our transactions.”