Retail & Ecommerce


The shift of ecommerce sales from the desktop to mobile devices has been under way in China for a couple of years. And according to data from the end of 2015, the tilt toward mobile is clear.

Nearly three-quarters of mobile banking app users use a mobile payment app to pay a bill, according to February 2016 research. They also use it to send money to a friend.

Mobile is making up a greater share of digital purchase in Brazil, according to research. And in H2 2015, that share grew rapidly. Most mcommerce sales in the country are transacted on mobile phones.

Mobile wallet and payment options are plentiful in the UK. However, consumers in the region still view the majority of them with a degree of caution. But while trust in mobile wallets is not necessarily improving, mobile payment options are being used all the same.

Digital agency Razorfish counts some of the largest retailers in the US as clients, which gives it insights into industry trends. Jason Goldberg, senior vice president of commerce and content at Razorfish, spoke with eMarketer about the biggest takeaways from the 2015 holiday season.

Prime Now, a service from Amazon that is available to subscribers, has taken off in select US markets. Media is among the top product categories purchased.

Internet of things (IoT) devices are garnering the attention of many marketers and consumers. While they may have different purposes, a December 2015 survey found that these devices may become common financial transaction methods, particularly wearables.

Among women in the typical age range with children younger than 18, most use the internet, smartphones and so on. Thus, one must look more closely to see what is special in the ways mothers in particular use digital to meet the demands of their role and, at times, to escape from those demands.

Researching products before visiting a store is a popular activity among consumers. November 2015 research found that many internet users in the US and UK indeed do so.

Even with digital peer-to-peer (P2P) methods like PayPal and Venmo available, millennials prefer getting paid back in cash, according to January 2016 research.

College students use a variety of mobile payment methods, including PayPal and Apple Pay. According to December 2015 research, they use these methods because they are easy to set up and use.

A good or bad customer experience can affect whether consumers will buy from a store again. Indeed, nearly half of US digital buyers said that it’s unlikely they’ll make another purchase if they had a bad experience, according to February 2016 research.

Digital buyers worldwide are turning to social networks for a variety of things, like reading reviews and staying on top of fashion trends. According to September 2015 research, these social media activities influence their shopping behavior.

Most US internet users are willing to share their personal health information if it can help improve their personal healthcare. According to February 2016 research, almost half of respondents said they would be willing to do so, but only if it was anonymous.

Across most Latin American markets, female digital buyers spend more on technology purchases than on any other category. Health and beauty also garners a solid share of women’s digital purchases.

Growth in use of mobile bill pay has been fairly steady, and fast, over the last five years. The major shift in mobile device bill pay usage came from 2013—16% of those surveyed—to 2014—27%.

Collecting consumer feedback can be beneficial for marketers who want to better understand their customers. However, there are challenges, like knowing what to ask.

Australia is home to a mature ecommerce market, with a strong majority of internet users participating. And they expect a lot from retailers, research suggests.

Since Pinterest launched buyable pins for iOS and Android devices in June 2015, major retailers like Nordstrom, Neiman Marcus and Macy’s as well as emerging online merchants have used them to entice mobile users to make purchases. eMarketer spoke with Michael Yamartino, head of commerce at Pinterest, about how users responded to buyable pins during the holidays and what marketers should keep in mind as they plan for the 2016 holiday season.

According to US retail marketers surveyed in January 2016, digital marketing brings bigger returns than offline efforts. More than three-quarters of retailers said their digital ROI was greater than for offline marketing channels.