Mobile Shopping Focus Report: Actionable Insights from More Than 400 Million Customers (Chinese Version)

Why is mobile shopping developing so rapidly?

• Device proliferation: With an estimated 2.6 billion mobile users worldwide by 2017, the rapid pace of smartphone adoption1 has made mobile shopping a top priority for retailers. Mobile shopping has gone from a feature to a preferred method in a short period of time. Consumers use their mobile phones more than any other device to access e-commerce sites. “Mobile first” is more than just a literal digital retail term. Mobile is the biggest disruption to retail since the dawn of digital commerce.
• Reduced friction: Difficulties in the checkout process, especially around payment options and identity verification, have been a major impediment to the growth of mobile commerce. Consumer-facing e-commerce giants are focusing on addressing this challenge, with solutions such as Apple Pay, Amazon Payments, Chase Pay, Android Pay, and PayPal.
• Apps and Mobile Web Optimization: Should You Create an App? Today, native apps benefit consumers by giving retailers greater flexibility and scalability to design great shopping experiences, but consumers have largely ignored the need for shopping apps in their mobile lives. Meanwhile, mobile browsers have made great strides, especially in expanding app-like functionality and flexibility, and embedding payment options into mobile web experiences (e.g., Apple Pay for Safari and Android Pay for Chrome).
• Distributed commerce: Retail brands have turned their attention to engaging with consumers through popular and distributed channels, such as social media, messaging, browsers and online shopping platforms. Mobile devices not only serve as a medium for shopper engagement, but also help shoppers complete transactions with brands, regardless of where shoppers discover these brands.

Report highlights:

1. Mobile First – Mobile phones now drive more digital traffic than any other device.

2. Mobile checkout still faces resistance, with the transaction rate 13% lower than that of computers.

3. Large-screen mobile phones help increase mobile shopping transaction rates.

4. Mobile devices win on nights and weekends, while computers are more attractive during "work hours."

5. Mobile shopping behavior is disrupting traditional performance metrics.

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