SaleCycle looked at some key eCommerce data from 2019, including cart abandonment stats and traffic and sales by device.
Fashion eCommerce saw the largest amount of mobile traffic at 75%, as well as the largest percentage of sales (67%) out of all industries analysed.
In contrast, travel customers were 64% more likely to make a purchase on a desktop than they were on a smartphone, with mobile making up just 53% of total traffic last year, and accounting for even fewer sales (29%).
Despite mobile continuing to dominate ecommerce, it seems as if consumers remain more comfortable purchasing big ticket items and experiences – such as holidays – via desktop. There could be many reasons for this – perhaps customers prefer conducting initial research via mobile before using desktop to ensure their final purchase is correct and secure.
- SaleCycle tracked more than 1.07 billion online abandonments in 2019.
- Mobile accounts for 63% of all ecommerce traffic, but just 53% of sales.
- Grocery websites, at 76.1%, have the lowest abandonment rates across all the sectors tracked.
- Retail abandonment rates peaked in October and were at their lowest in January 2019.