Mobile ecommerce, or mcommerce, allows for making purchases on your smartphone or a tablet, wherever and whenever you want.
It’s super convenient—so it’s no surprise that mobile shopping is getting more and more popular.
However, in recent years, the ecommerce mobile market has been experiencing a real heyday.
Let’s have a look at top mobile commerce statistics that will inspire you to optimize your online store for shopping on mobile devices.
In this article:
- Mobile commerce sales projections
- Active mobile shoppers currently and in the future
- Mobile shopping behavior patterns
- Conversion rates on mobiles and desktops
- Average order value for ecommerce and mobile commerce
- Obstacles to mobile shopping
- Time spent on retail apps
- Most popular shopping mobile apps
- Mobile ecommerce examples
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Before we start digging in, here are the most important mcommerce shopping statistics in a handy, TL;DR version:
Now, let’s have a look at the most important mcommerce statistics in depth.
Mcommerce sales are projected to exceed $710 billion in 2025
Mobile commerce sales really boomed during 2020, growing by 18% from the previous year, which can be attributed to the COVID-19 and more people shopping online.
However, the effects of the pandemic definitely influenced long-term trends for mobile, as the mobile retail ecommerce sales already exceeded $360 billion in 2021. It looks like the constant mcommerce growth is certain. According to the estimates, this number will grow almost twice, amounting to approximately $710 billion by 2025.
So, what percent of online retailers have mcommerce websites? Mobile ecommerce market was projected to amount to 41.6% of total ecommerce sales by the end of 2022, and 44% by 2025, slowly evening out the mobile commerce vs ecommerce ratio.
What’s the difference between mobile commerce vs ecommerce?
Ecommerce is a broader term, referring to selling and buying online, on all devices. Mobile commerce, or mcommerce, focuses on buying and selling goods via mobile devices such as smartphones and tablets.
By 2024, there will most likely be over 187 million active mobile shoppers in the US alone
In 2020, smartphone users spent 24 additional minutes daily on their mobile phones, compared to 2019. It’s a lot of time.
And it’s safe to say that some of it will be used for making online purchases on mobile, as around 187.5 million users are forecasted to be active mobile shoppers, as compared to 167 million users in 2020.
This means that people who will have made at least one purchase on their mobile device will account for a whopping 66% of the US population!
Almost half (49%) of mobile users use smartphones to compare the pricing of the products or services
Research has shown that mobile shoppers use their devices mainly to compare the pricing of products and services (49% of answers), redeem the coupons they have been offered (40% of answers), and find out more about a product they are interested in (30% of answers).
It means that often, the first time a prospective customer enters your ecommerce site is on a smartphone. Will it be a good first impression of your business, if the site doesn’t load and the photos of the products hide the descriptions? We’ll risk saying that it’d probably be the first and last step with you on their customer journey.
The bottom line is—store owners have to provide a great customer experience on all devices.
Find out how to reduce customer churn with customer retention software.
The conversion rate of online shoppers is still slightly higher for desktop (3.9%) than mobile (3.5%)
The convenience factor is definitely included in the mobile commerce definition of success. However, it turns out that online shoppers still prefer completing the purchases on their computers. But even though the conversion rate for mobiles is 0.4% lower, we already know that the conversion path usually starts on a smartphone.
Think about it—
People might want to browse the internet on mobiles in the search of a product—whether they are commuting, waiting for an appointment at the doctor’s office, or at a restaurant table. But then, they might prefer to complete their purchase on their laptop. So, on the paper, it’s the desktop that “wins”, but the first, arguably the most important step, was made on mobile.
These conversion rate percentages might also even out sometime in the future. According to research, 31% of mobile users are more likely to complete a purchase when their mobile device has a larger screen. With smartphones getting bigger and bigger, the conversion rate on mobile is more likely to grow, too.
See how to easily increase the conversion rate on your ecommerce site.
The average order value on a desktop is $50 higher compared to mobile
Based on the research of customer sessions across retailer brands, the average order value increased by $40 from 2020 to 2021. However, one trend hasn’t changed: online shoppers are willing to spend more on orders they place on desktops ($184) compared to mobiles ($134).
It can be connected to the fact that shopping on a desktop might feel like an overall more convenient user experience. Especially if we consider that almost 24% of the top million most popular websites in the world are not mobile-friendly. Looking at the mcommerce sales growth rate, it’s pretty surprising.
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As many as 67% of mobile users state that “pages and links being too small to click on” is a barrier to mobile shopping
Sometimes, nothing irritates more than the perversity of inanimate objects. A research survey respondents confirmed that claim, with 67% of them stating that page elements too small to click on are the biggest barrier to mobile shopping. On the other hand, 36% pointed to the interruptions from other mobile apps as the main obstacle to mobile shopping.
It’s no surprise—if you want to buy an item, online shopping must be a comfortable and pleasant experience. This stands in line with a study that revealed that 51% of mobile users prefer to shop on a desktop because it’s easier.
The second most mentioned barrier to mobile shopping is the security of mobile payments and data (42% of answers).
See how to increase customer lifetime value in a few easy steps.
Time in shopping apps reached over 100 billion hours spent globally
It seems that the mobile shopping habits that we formed during the peak of COVID-19 are here to stay. According to research, the time we spend on shopping apps has been rising at a steady, 18% growth year over year.
And if you think that an average of 7 hours daily spent on a mobile device is a lot, imagine that in 2021, all global mcommerce users spent 100 billion (!) hours on shopping apps. The most popular app categories were fast fashion and social media shopping.
Dedicated mcommerce apps are the preferred way to do mobile online shopping, taking 54% of complete mobile commerce payments
Even though the ratio is almost even, the in-app payments take the first spot in this battle. They consist of 54% of all mcommerce completed payments, while 46% of them were done using a mobile browser.
The browsers shouldn’t be disregarded, but the big online retailers can definitely gain from investing in an app, which may inspire more customer trust.
Top 10 mobile commerce apps
A positive in-app shopping experience can also result in increased customer loyalty and consequently, sales. Which stores already know it, and what are the most-used mcommerce shopping apps?
Here’s the list:
- Amazon Shopping
- Walmart Shopping & Grocery
- eBay Marketplace
- Shop package and order tracker
Here’s how the apps’ usage presents itself across different devices.
Amazon Shopping is the most popular mobile commerce platform on iOS with 20.8 million daily active users
Amazon’s mobile shopping app is the most popular iOS app among US-based online mobile shoppers, with a whopping 20.8 million daily active users (DAUs). Close second comes Walmart’s app with more than 18 million DAUs, while SHEIN closes the podium with nearly 2.2 million iPhone owners.
Amazon’s success is not surprising, as 61% of its clients state that it provides a more streamlined checkout, compared to its competitors. The other two advantages are easier search for the desired products (65%) and more information about the features and quality of the products (57%).
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Walmart Shopping & Grocery is the most used mobile commerce app on Android with 20.7 million daily active users
Amazon’s app is also a big player in the mcommerce market among Android US consumers, claiming second place on the podium (nearly 16 million DAUs). Same with SHEIN that stands as the third with 1.6 million daily active users. However, it’s Walmart’s Shopping & Grocery app that won the race with a user base of 20.7 million Android device owners.
The app has 4,5 out of 5 stars on Google Play with over 1.9 million reviews! Some users stated that it’s easy to use, intuitive and helpful. They particularly like its express checkout option, “My items” feature that remembers and sorts previously bought products, and even in-store items’ locator for the ultimate offline shopping experience.
Mobile commerce examples
As mobile commerce grows, multiple app providers offer the option to exchange traditional credit cards for mobile wallets. A digital wallet enables you to add an electronic version of your card to an app inventory or account, so you can make purchases easily. Thanks to this feature, you can swiftly go from app mobile search to purchase in seconds.
Unsurprisingly, it’s seen as one of the payment options of the future, providing customers with a new standard of connectivity. About 66% of Americans swapped traditional payment methods for mobile wallets already, with the highest adoption rates among Gen Z (84.6%) and Millennials (81.3%).
But what are your options?
Let’s have a look.
- Apple Pay allows making payments in person, in iOS apps, and on the web using Safari. To set it up, customers have to add a credit, debit, or prepaid card to the Wallet app on their iPhone, Apple Watch, iPad, or Mac.
- Google Pay enables its users to add cards to the account and make payments online and in stores with Android devices.
- Amazon Pay allows using virtual cards for online shopping on their platform as well as on external websites. With Amazon Pay, you can even make payments with Alexa, as the system uses voice recognition.
- Samsung Pay enables Samsung device owners to easily create a digital wallet and add cards by taking a picture of them. On top of that, it offers a cashback program to get extra rewards for purchases.
- PayPal uses connected mobile banking tools to store cards and bank accounts in a digital wallet, manage household bills, and even buy, sell, and hold cryptocurrencies.
Mobile ecommerce statistics: summary
That’s all! Now you know the most crucial facts about the state of the mcommerce. Here’s a quick summary of everything we covered:
- Mcommerce experiences steady growth, with sales projected to exceed $710 billion in 2025 and 187 million active mobile shoppers by 2024 in the US alone
- The first step towards any purchase usually happens on mobile, as users compare pricing and get more information about a product
- Online shoppers are more likely to buy products and spend more on them on a desktop, mainly because it’s easier and is seen as safer
- People spend more time and money on dedicated shopping apps
- Amazon Shopping and Walmart Shopping & Grocery are the most popular mobile commerce apps
- Apple Pay, Google Pay, Amazon Pay, Samsung Pay, and PayPal are some of the examples of mobile commerce
- Ecommerce shoppers are moving to mobile
- More consumers are shopping via mobile amid the pandemic
- App user behavior in 2020: United States
- Q2 2021 ecommerce quarterly benchmarks report
- Why mobile conversions lag behind desktop
- Why do phones keep getting bigger?
- Ecommerce quarterly benchmarks: trends & behaviors in the COVID era
- We tested 1 million websites to see how mobile-friendly they are
- The state of personalization in mobile commerce
- Will people really do that? Marketers must get ready for hyperadoption now
- State of mobile 2022
- What social shopping looks like across 5 popular platforms
- 2020 E-commerce payments trends report: US
- 7 retailers who provide the best mobile shopping and user experience
- Leading shopping apps on the Google Play Store in the United States in 2021, by the average number of daily active users
- Leading shopping apps on the Apple App Store in the United States in 2021, by average number of daily active users
- The rise of digital wallets