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Report: Smartphones drive overall m-commerce growth


The role of smartphones in the evolution of mobile commerce has hit an epic status.

Mobile e-commerce, through both apps and browsers, jumped 60% in 2015 to reach $120 billion. More importantly, smartphones alone are generating $0.70 for every $1 made in mobile commerce, according to “Mobile Online Retail Payments 2016: Reinventing Shopping in a Mobile-First Era,” a report from Javelin.

The report, which details how merchants are pioneering new tools like augmented reality to create a new generation of immersive shopping experiences, reveals that consumers use both mobile browsers and apps when making purchases. Specifically, purchases via mobile browsers last year totaled $75.3 billion, while apps accounted for $46.9 billion.

Currently, mobile browsers are preferred and more common for mobile payments than those made through merchants’ native apps. However, merchants still tend to struggle to differentiate their native app shopping experience from that available through browsers — an issue that gives on-the-go smartphone shoppers little reason to install or open an app, the report explained.

Retailers are encouraged to do their homework — and fast — as the 2016 holiday season inches closer. “With the holiday shopping season upon us, retailers must stay off of consumers’ naughty list by meeting consumers’ mobile shopping expectations for a streamlined experience and fast and secure checkout options,” said Emmett Higdon, director of mobile, Javelin Strategy & Research. “Cutting edge retailers like Adidas, Nordstrom, and Sephora are also using augmented and virtual reality to provide shoppers with mobile-exclusive experiences, such as enabling them to preview purchases in their own homes, and virtually 'try' products before making a decision.”
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