Last week represented the first time in history that more people used mobile phones and tablets to visit online stores than using computers. Looking at data from over 100,000 ecommerce stores that use the Shopify platform, we saw 50.3% of traffic coming from mobile (40.3% from mobile phones, 10% from tablets) and just 49.7% from computers.
We have been watching and talking about the mobile commerce trend for years, but now there’s no disputing it: mobile commerce is now the default way that people shop online.
The rise in mobile phone traffic to online stores is partly being fuelled by the overall trend of social-fuelled discovery becoming a major marketing channel. For example, while Facebook accounted for less than 5% of traffic to ecommerce sites on desktop, that number jumps to 7% when looking at mobile phones. In comparison, search based traffic from Google represented 18% of traffic from computers, but just 12% on mobile phones. This data seems to show that computers are being used to search for more commodity-type goods, while social media and mobile are used for more spontaneous, discovery-based purchases.
The rise in mobile shopping also brings about another fascinating trend, what we’re calling “always-on shopping”. Computer-based traffic to ecommerce sites traditionally peaked between Monday and Friday and trailed off during the weekend. Mobile traffic has somewhat opposite behaviour since shoppers use their phones most during the weekends. So when you combine mobile, tablet and computer traffic to ecommerce sites, you no longer find any discernable spikes when people are shopping online. In other words, shopping is no longer something people go and do anymore; it’s something they are always doing.
How Shopify pivoted to being mobile first
A few years ago we began tracking the rise of mobile shopping and drastically changed how we operate at Shopify. We acquired a mobile development company, released two major iOS applications (Shopify Mobile and Shopify POS), released a mobile phone optimized checkout and overhauled our storefront themes to be responsive. This September we will be launching a new fully-responsive checkout, more free responsive themes and the beta version of Shopify Mobile for Android.
We also began to work closely with major mobile operating system providers to try to address a current shortcoming of mobile: conversion rate. While the majority of online store traffic now comes from mobile, the majority of purchases still happen using computers. This is because entering your credit card details and personal information on a small screen still causes a lot of friction. We believe this is a very solvable issue.
Similarly we also began to work closely with major social networks to bolster the trend of discovery-based shopping on mobile phones and tablets. We believe social is soon going to be a major traffic driver and the largest marketing opportunity for small to medium sized businesses that want to sell their products online.
Despite mobile commerce’s insanely rapid adoption, I believe we’re still in its infancy. And I’m looking forward to Shopify playing a big part in its future.
Tobi Lütke
Founder, CEO, Shopify
Sent from my iPhone
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Mobile Ecommerce FAQ
What is mobile ecommerce?
Mobile ecommerce refers to buying and selling products online using smartphones and tablets rather than desktop computers, whether through a mobile browser or a dedicated shopping app. It covers the full purchase journey on a mobile device, from browsing product pages to completing checkout. Because screens are smaller and shopping often happens on the go, mobile stores generally need simplified navigation, larger tap targets, and faster load times than their desktop counterparts.
Why do mobile conversion rates lag behind desktop?
Mobile conversion rates trail desktop mainly because smaller screens make it harder to evaluate products and get through checkout smoothly. Desktop conversion typically lands between 3.5% and 4.5%, while mobile sits closer to 1.5% to 2.5%. Distracted browsing adds to the gap, since many mobile sessions happen while commuting, waiting in line, or watching TV, making it easier for shoppers to abandon a purchase mid-checkout.
How can you improve mobile ecommerce conversion rates?
Improving mobile conversions starts with cutting page load time to under three seconds, since slower pages drive shoppers away before they even browse. Streamline checkout by trimming form fields, using large tappable buttons, and offering mobile wallets such as Apple Pay or Google Pay so buyers can pay without typing card details on a small screen. Regularly reviewing where mobile shoppers drop off helps prioritize which fixes deliver the biggest lift.
Should you build a mobile app or focus on your mobile website?
Most ecommerce businesses see more value in optimizing their mobile website before investing in a native app. Apps tend to pay off once a business reaches roughly $2 million or more in annual revenue and has a base of loyal, repeat customers, since building and marketing an app involves significant ongoing cost. Businesses below that scale generally get a better return by putting mobile investment into a faster, more streamlined mobile site.
How common is cart abandonment on mobile devices?
Cart abandonment runs noticeably higher on mobile phones than on other devices, with abandonment rates around 83.7%, well above desktop levels. Multi-step checkout forms, limited payment options, and the difficulty of typing personal details on a small screen all contribute to shoppers dropping off before finishing a purchase. Simplifying these steps and adding one-tap payment methods can meaningfully reduce how often mobile carts get left behind.
