Health and Beauty Sees Big Increase in Mcommerce Transaction Share - eMarketer

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Health and Beauty Sees Big Increase in Mcommerce Transaction Share

Health and beauty saw the largest increase

February 25, 2016

Mobile is increasingly becoming an important part of the shopping experience. In fact, most digital buyers will make purchases via a smartphone by 2017. And according to research, certain verticals like health and beauty have seen an increase in mcommerce transactions compared to the year before.

Mcommerce Transaction Share Among US Digital Retailers, by Category, Q4 2014 & Q4 2015 (% of total ecommerce transactions)

Criteo looked at the US mobile share of ecommerce transactions for different verticals. For example, in Q4 2014, 32.9% of total fashion and luxury ecommerce transactions happened via mobile. And, in Q4 2015, the mcommerce transaction share increased to 38.5%.

Health and beauty transactions saw the largest increase in mobile share. In Q4 2014, 19.8% of total health and beauty ecommerce transactions happened through mobile. Fast-forward to Q4 2015, and the mcommerce transaction share increased to 27.3%.

In all, the mcommerce transaction share across all the verticals—which also included sporting goods, mass merchants and home—increased.

US Smartphone Retail Mcommerce Sales, 2014-2020 (billions, % change and % of total retail mcommerce sales)

Smartphones are driving mcommerce sales growth, and according to eMarketer estimates, 2017 will also be a benchmark year as $75.51 billion, or 50.0% of all retail mcommerce sales, will be transacted on smartphones.

That will be up from 48% in 2016. As smartphones’ share of mcommerce sales continues to rise, tablets’ share will continue to fall. This year, tablets will capture 50.6% of mcommerce sales, with that figure falling to 48.7% next year. For perspective, mcommerce this year will represent 32.0% of all ecommerce sales, but just 2.6% of total retail sales.

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