The world is going mobile and shopping sites are leading the way. To discover just how strong the mobile shopping trend is, we examined the top 25 online retail websites in 5 countries: India, U.K., U.S.A., Germany, and France. Different in each country, these 25 sites represent the top sites in terms of desktop and mobile visits in 2015. They also make up a sizable share of the entire online shopping sector in each country. In India, for example, the top 25 sites represent 62% of all traffic to the category in the country.
The study revealed that India is the leader in mobile e-commerce and on average 65.78% of all shopping visits in India in 2015 were via mobile devices, compared to just 34.22% for desktop. After India, the U.K. and the U.S. were the next biggest in terms of mobile share to e-commerce sites with 64.54% and 55.84% respectively. These numbers prove that the mobile shopping trend is not solely confined to India and that many American and British shoppers are making their purchases on the small screen of their mobile device.
This trend may be disconcerting for online retailers as mobile shoppers spend far less time on sites when they browse from their mobile phones. In the U.K., for example, shoppers spend the longest amount of time shopping on their mobile phone and spend just over 5 minutes on the site. However, U.K. shoppers spend nearly 7½ minutes when shopping on a desktop computer, a striking difference of over 2 minutes
The U.K. may be the leader in visit duration on mobile, but it is Germany who top the list when measuring pages per mobile visit to the country’s top shopping sites. Over 2015, German shoppers visited an average of 9.4 pages per visit on shopping sites. Again, this comes in contrast to the 12.8 pages per visit German shoppers visited on desktop. The data shows a clear trend that though users are shopping on mobile, they are not shopping nearly as much, or as long.
The last metric we examined was bounce rate, and the data shows that on both desktop and mobile devices, Indian users had the highest bounce rate of all 5 countries. After India, France proved to have the second highest bounce rate on shopping sites for both desktop and mobile. U.K. shoppers had the highest success on their shopping websites and showed a low bounce rate on mobile, but a much lower bounce rate on desktop.
France is actually an interesting case of a country defying the mobile shopping trend, and shopping sites there showed a decrease in mobile YoY traffic. When compared to December 2014, French shopping sites are actually negative 1.64% mobile than they were in December 2015. Germany, however, showed immense mobile YoY growth and shopping sites in Germany were 17.81% more mobile in December 2015 than they were a year earlier.
Flipkart leads all apps in the shopping category and as of December 2015, the app was installed on 36% of all Indian Android devices. Behind Flipkart, Myntra ranked as the second most used shopping app in India. The app is installed on about 10% of Indian Android devices and had the highest sessions/user of the top 10 apps with 3.26 sessions per user.
In terms of current installs, there is stiff competition between Snapdeal and Amazon India. Snapdeal has been leading in this category since July 2015 but in December Amazon proved to catch up and was installed on 18.11% on Android devices compared to 18.54% by Snapdeal. These, and other metrics can bee seen in the graphs below which detail the top 10 shopping apps in India.
E-commerce sites need to take these mobile shopping trends into account when deploying a digital strategy in India, or any other market. Retailers need to realize that though many users are browsing their sites from their mobile devices, they are spending less time, viewing fewer pages, and are bouncing off the site at a higher rate. The world of shopping is indeed going mobile, and if e-commerce sites want to compete, they need to take notice.