Author: Dan Gendro

A newly released report has revealed that 25 percent of e-shoppers are using smartphones and tablets.

A report that has recently been issued by Monetate has shown that approximately one quarter of all of the global online shopping comes from mobile commerce traffic through smartphones, tablets, and other devices.

This represents a meaningful increase in the sector’s share, even within the last quarter, alone.

Monetate’s data showed that mobile commerce traffic increased by about 3 percent within the last quarter. Of that mobile device based shopping, tablets represent approximately two thirds. This means that tablet users are currently responsible for about 15 percent of all of the ecommerce activity that is going on at the moment.

The larger screen devices have been representing a larger proportion of mobile commerce traffic.

Smartphones, on the other hand, are still being used more often for online shopping purposes worldwide, but they make up about one third of the mcommerce share. This means that of all ecommerce activity, smartphone users are contributing about 10 percent.

When it comes to the average amount that users of these devices are spending when they make an order online, it is becoming clear that purchases are not limited exclusively to small items anymore. This reports data even indicates that the average order value made through tablets actually exceeded that of desktops and laptops within the last quarter. That said, PCs still hold their dominance over the online shopping marketplace, by quite a large majority.

The average order value made over a laptop or desktop computer was $136. Just slightly higher was the average order value made over tablets, which was $139. Finally, over smartphones, it was still a high number, though quite a bit lower than the orders made over PCs and tablets, having been $114.

In terms of specific brands and their contribution to mobile commerce traffic, it is Apple’s iPad that reigns supreme. That device is responsible for more than half of the online shopping done over tablets. That share of the tablet commerce category actually increased over the last quarter despite the fact that there is notably greater competition.

Mobile payments firm launches new partnerships

Monitise, a developer of mobile payments technology, has announced that it has secured a partnership with a leading bank in the United Kingdom as well as extending a commercial contract with one of the country’s leading financial organizations. The company notes that the demand for mobile payments technology has been growing dramatically over the past year. With 2013 over, many retailers and other businesses have been exposed to the benefits of mobile commerce and these organizations are showing their eagerness to embrace the mobile space in 2014.

Mobile commerce continues to grow

Mobile payments are not only growing more popular among businesses. Consumers have become quite interested in mobile commerce and the demand for new services is beginning to reach new heights. Companies are beginning to feel the pressure to accommodate consumer demand or risk losing ground to their competitors that are more mobile-conscious. Mobile commerce is growing at a quick pace due to the importance smartphones and tablets have come to play in the daily lives of consumers.

Monitise has high hopes for 2014 and beyond

Monitise expects to see its revenue increase by 50% in 2014 as it forms new partnerships in Europe and the U.S. The firm expects 2014 and 2015 to be major years in terms of mobile commerce, but also notes that it will likely see fierce competition emerge onto the scene. Companies like Square, which currently only operates in North America, have established a strong presence and major retail organizations like eBay and Alibaba are beginning to take mobile payments more seriously. While Monitise is behind the technology that is used by several large brands interested in mobile commerce, it is just one among several similar firms that are vying for attention.

Uncertainty lingers in the mobile commerce space

The future of mobile commerce is often painted as bright and fortuitous, but there are still many uncertainties and risks that exist in the sector. Security threats abound as malicious groups become more focused on mobile commerce and stealing financial information from businesses and consumers alike. The capabilities of mobile commerce platforms and how they provide a positive experience to consumers is also called into question quite frequently as retailers and other groups continue to struggle with their adaptation to the mobile space.