In their 2014 benchmark merchant data for Q1, Demac Media included an interesting comparison between mCommerce performance and traditional desktop eCommerce in Canada. The data in the report was obtained from participating Shopify Canada and Magento merchants.
mCommerce (Mobile) vs. eCommerce in Canada
The following data compares the activity of those who visited participating websites using a mobile device (such as a Smartphone) to those visiting the regular eCommerce sites in the first quarter of 2014.
- Conversion Rate: 0.60% for mCommerce vs. 1.15% for eCommerce.
- Order Value: The average order value for mCommerce was $127.92 vs. $137.51 for eCommerce.
- Number of Transactions: mCommerce brought in an average of 328 transactions vs. 1199 transactions for eCommerce.
- New Visitors: mCommerce accounted for 48.70% of new visitors vs. 52.54% for eCommerce.
- Visit Duration: The average minutes spent on websites by mobile shoppers was 3:19 vs. 3:56 for eCommerce.
A significantly lower conversion rate and number of transactions suggests Canadian shoppers still aren’t comfortable purchasing on their mobile devices. The time spent on the site while purchasing may indicate that in both cases, shoppers already know what they’re going to purchase when they arrive.
Canadian businesses continue to lag way behind in their adoption of eCommerce and mCommerce, but they’re beginning to realize just how critical it is that they make their move.
“Ecommerce as a percentage of total retail is still below 10%. I think that’s going to change this year,” predicts Harley Finkelstein, Chief Platform Officer at Shopify. “You’re going to see a lot more traditional retailers that haven’t previously sold online, and also makers – people creating physical products – that will begin to create their own online stores and go directly to consumers.”
How does this data compare to your own figures for Q1, 2014? Please share in the comments below.
✔ You may also be interested in reading:
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