Mobile shopping ticks the right boxes for customers this Christmas

By Carin van Vuuren 

This data supports other industry statistics from the IMRG Capgemini e-Retail Sales Index, which revealed that UK online sales in November 2013 were up 10 per cent from the previous year. The 97 per cent rise in mobile transaction revenue over a regular shopping day illustrates a shift in consumer mind set towards expecting convenient shopping experiences from multiple devices.

Usablenet’s statistics reveal the complexity of consumer interaction with mobile. Although shoppers made 44 per cent more transactions on Cyber Monday compared with Boxing Day, average order values were nine per cent higher and in all, the benchmark showed that Boxing Day generated about five per cent more mobile revenue than Cyber Monday.

This data – and other statistics from throughout the year – shows the extent to which shopper behaviour has changed. Annual holiday shopping no longer means queuing outside a store, but accessing deals whenever, wherever, and however is most convenient.

 The Boxing Day numbers further underscore the importance of mobile to shoppers during the holidays, and emphasise retailers’ need to incorporate mobile as part of an integrated promotions campaign, not just desktop website and email.

This data is calculated from a selection of Usablenet’s client mobile sites, which includes leading retailers such as ASOS, Marks & Spencer, Selfridges, Carphone Warehouse and Topshop.

About the author and Usablenet

Carin van Vuuren is CMO at Usablenet.

Usablenet is a global technology leader for mobile and multi-channel customer engagement. Usablenet’s powerful platform enables leading companies in all sectors to create compelling experiences for their customers across multiple channels, including mobile, tablet, social, and in-store kiosks. Usablenet customers include ASOS, Marks & Spencer, Selfridges,, Carphone Warehouse, Virgin Money Giving, Travelodge and British Airways. Founded in 2000, Usablenet is a private company headquartered in New York City with offices in Los Angeles, Italy and London. For more information, visit us at or on Twitter @Usablenet.


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