M-commerce performance at QVC was red hot in Q4 2012

m-commerce QVCFinal quarter data has now revealed that nearly a quarter of its online sales were over mobile devices.

QVC has become the latest believer in the success available through m-commerce as it saw an exceptionally strong performance over that channel in the last quarter of 2012.

This represented an increase of 60 percent in its sales over smartphones and tablets.

The QVC parent company, Liberty Interactive Corp., which was listed in the seventh place among the Top 500 for 2012 as identified by Internet Retailer, saw a considerable year end on December 31. According to the statistics included in its recently released report, its revenue had increased overall by 4.2 percent, bringing its total to $10.01 billion. This was an increase over its 2011 total of $9.61 billion.

While QVC saw its overall web performance rise, it was m-commerce that became the true star last year.

The American web sales for the company rose by approximately 10.9 percent, reaching $2.23 billion, when compared to the $2.01 billion from the year before. Its international web sales were not broken down by channel within this report. It did note that its total sales increased by 2.9 percent to $8.51 billion when compared to 2011’s $8.27 billion. Its international sales were up by just shy of that amount, 2.4 percent, reaching $2.93 billion from having been $2.86 billion the year before.

Forty percent of QVC’s American sales for the year were the result of online shoppers, which was a year over year rise of 37.1 percent. In the last quarter, online sales represented 42.7 percent of the total, which was a big jump from the 39.7 percent in the last quarter of 2011.

Where things were truly explosive, though, were in m-commerce in the last quarter. The sales in that channel grew by 109.3 percent in 2012 to reach $175.6 million. In 2011, that figure had been $83.9 million. Last year the mobile sales made up 22.6 percent of all of the online purchases, which was a tremendous leap over the 11.8 percent that they represented in 2011.

Clearly, 2012 was a defining year for m-commerce at QVC, which is bound to continue to push through this channel throughout 2013.

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