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How Smartphones Have Changed The Shopping Landscape

The way consumers shop has changed considerably over the last decade, as new research by online smartphone retailer,, confirms. Although shopping online at home is not new, the way consumers shop via their smartphones is beginning to shape the online retail landscape, and the experts predict this is something that is set to continue, with 88% of shoppers now carrying out research on their phone before making a purchase*. shares its findings following a study into the nation’s smartphone shopping habits.

Interestingly, sales made via smartphones grew by 18.9% year-on-year in December 2017**, whilst desktop orders fell from 47% to 45% and tablet sales decreased from 17% to 14% (in the same time period).’s own trends support these statistics, with sales made via smartphones increasing from 36% to 41% between 2016-2017.

That doesn’t mean to say that desktops and tablets are not still a popular form of online shopping; with supporting data by YouGov*** showing that 23% of UK adults make an online purchase at least once a week. This explains why physical spend has decreased by 32% on items such as books, music, videos, and video games.

Google data shows that 76% of people who search on their smartphone for something nearby will then visit a related business within a day, and 28% of those searches result in a purchase. What’s more, smartphone users searching for products on their handset are twice as likely to be using mobile-optimised sites rather than shopping apps.

Commenting on the findings, Andrew Cartledge, Mobile Expert at, said: “Smartphones have changed shopping habits, and we believe for the better. They allow consumers to shop 24 hours a day, seven days a week. Our own results showing that while orders on smartphones have increased, which is in-line with general trends of smartphone use. The way consumers use smartphones has influence across the research, consideration and order touch points of a consumer’s journey.”

Yoel Marson, CTO at Ve Global, a specialist in online consumer trends in the retail industry, added:

“It’s no secret that smartphones have heralded a new era in the shopper/brand dynamic, opening up unprecedented levels of access and giving us the always-on customer.

“What’s more, our data shows that smartphones are no longer just the channel of choice for browsing in all major international markets, but buying too. This mobile-first mindset is here to stay and it’s retailers with multichannel mobile engagement strategies, to attract and convert customers, that will come out on top.”

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