This year, we expect mobile holiday sales to reach $85.52 billion, up 43.4% from last year and representing 44.9% of holiday ecommerce sales. Surging mcommerce growth stems from more mobile media usage, improving mobile retail app experiences, and better integration of easy mobile checkout.
Web traffic in the sector also appears to be moderating following years of exponential growth. According to Comscore, time spent on more than 30 leading D2C brands’ websites surged from 64 million minutes per month in October 2016 to a peak of 376 million minutes in April 2019. But that has since dropped to 267 million minutes by October 2019.
Beyond volume, the pandemic has shifted the ways consumers shop and pay in-store, and two areas of strength—mobile proximity payments and autonomous checkout—might provide some clues about the sector’s future growth potential. Over five years after launch, mobile proximity payments are hitting the mainstream.
Considering millennials make up the largest chunk of the US adult population, losing a large portion of these young consumers could be detrimental to traditional providers' businesses, which is likely driving providers to increase convenient offerings like virtual care and easy-to-use online services like mobile scheduling tools.