UK Online Retail Growth Flatlines, as Mobile Drives Growth - eMarketer

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UK Online Retail Growth Flatlines, as Mobile Drives Growth

Tablets account for overwhelming share of mcommerce sales

October 1, 2013

While overall B2C UK ecommerce sales continue to rise, mobile is now the driving force behind increases. According to data from the Interactive Media in Retail Group (IMRG) and Capgemini, desktop ecommerce sales, which exclude mobile, did not rise year over year in Q1 and Q2 2013. Mobile was responsible for the 15% year-over-year ecommerce growth rate in both quarters, IMRG found, and this is the anticipated growth rate for B2C ecommerce for the entire year.

UK B2C Ecommerce Sales Growth, 2010-2013 (% change)

While tablets accounted for the bulk (85%) of mobile sales, smartphone retail mcommerce growth actually overtook tablet growth when comparing year-over-year growth in Q2. Tablet sales increased by 130%, but smartphone sales increased by 210% over that period.

UK Retail Mcommerce Sales Growth, by Device, Q2 2013 (% change vs. same period of prior year)

Earlier in September, IMRG and Capgemini showed the sharp rise in mobile sales, finding that the share of tablet and smartphone sales exactly doubled between the second quarter of 2012 and the second quarter of 2013, to take 23.2% of total retail ecommerce sales.

eMarketer estimates that UK retail mcommerce growth for the year will reach 71.8%, while total digital retail sales will rise by 14.5%.

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