In the age of the internet, and during a time where smartphone usage is reaching all-time highs, mobile commerce has gained traction and thus changed dynamics within e-commerce along the way. According to forecasts,
are expected to surpass the 100 billion British pounds mark by 2025. This coincides with the high percentage of
. In the UK, close to 100 percent of individuals between the ages 16 and 54 owned a smartphone in 2023.
Mobile commerce is here to stay
Mobile seems to be the dominant channel when it comes to online shopping in the United Kingdom. From pre-purchase browsing to conversions, mobile phones cornered online traffic to retail websites, accounting for nearly 80 percent of
online visits and being used for over 70 percent of orders.
However, with so many consumers using their smartphones to shop, it is also unsurprising that eight in ten of these users'
shopping carts ultimately did not result in a completed order. Still, recent survey data supports that smartphones remain the
favored shopping device, regardless of whether or not a cart is abandoned, preferred by nearly seven in ten British online shoppers for online purchases.
Digital wallets: the new normal?
While online shopping via mobile devices won’t stop anytime soon, smartphones also serve as the key connection with in-store purchases and payments. Many UK consumers enjoy the advantage of
paying with their phones in restaurants, bars, and cafés. While proximity payments spare consumers the hassle of using cards (or cash), retailers’ apps do the same with vouchers and loyalty cards. But many consumers also tend to use digital wallets for both in-store and online purchases, with nearly 40 percent using
Apple Pay for online shopping and 70 percent using it in-store.
Google Pay and
PayPal’s mobile wallets were also popular options for UK shoppers.
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