FierceMobileIT – LONDON, UNITED KINGDOM – Skava, the leading provider of digital commerce, digital marketing, and digital in-store technologies to brands including Staples, GAP and Banana Republic, today announced the results of its annual ‘UK Retailer Mobile Optimisation’ report. The report indicates that despite the surge in mobile traffic, which now accounts for nearly 20% of all e-commerce traffic, a quarter of the top 100 UK retailers have yet to optimise their e-commerce websites for mobile devices.
Although, this is a 26% increase on the 50% of UK retailers who had optimised for mobile by March 2013, UK retailers still lag behind the US, where 100% of the top US retailers have optimised. According to eMarketer’s latest forecasts, worldwide business-to-consumer (B2C) ecommerce sales will increase by 20.1% in 2014, reaching $1.500 trillion. In the US, 12% of overall ecommerce revenue is now made up of mcommerce sales according to BI Intelligence.
The leading UK mobile retailer Argos received £400m in mcommerce sales, accounting for 10% of their overall online sales. However, on average the top 20 UK retailers have 5% of revenue coming from mcommerce according to the 2013 Internet Retailer Global Mobile 500.
“In Europe, some retailers are still arguing the importance of mobile as a significant source of revenue, yet leading UK retailer Argos generated £400 million in mccomerce last year, accounting for 10% of overall ecommerce revenue. The increase in ecommerce revenue overall is masking the loss of revenue through poorly converting mobile websites,” said Arish Ali, Skava CEO and Co-founder.
“Simply creating a mobile website is no longer efficient, but retailers must build mobile optimized websites with a conversion-first approach. The launch of a mobile website is not the end of a retailer’s mobile strategy, but just the beginning. Like e-commerce websites before them, they require constant updates based on analysis of user behavior to create a seamless shopping experience.”
In the 2013 Mobile 500 report published by Internet Retailer, only 20 UK retailers made the list. But these leading UK retailers saw an average of 2% on mobile compared to 4.3% on desktop. “Mobile is the fastest growing sector of ecommerce, yet our data shows that retailers have still to adapt to the changing landscape,” added Paul Morrison, UK Country Manager, Skava. “Mcommerce has increased 78% in the last year and the innovative retailers which have moved beyond their first-generation ‘static site scraped’ to a conversion-driven design are reaping the rewards.” To highlight the financial implications for retailers not optimising their websites for mobile, Skava developed the SkavaONE Calculator. By using a retailer’s average order value (AOV), traffic and conversion rates from all platforms, the SkavaONE Calculator rapidly informs retail executives on the serious long-term financial implications for retailers with under-performing mobile commerce experiences.
About Skava: Skava is a leading provider of next-generation multi-channel e-commerce solutions to retailers.
The SkavaONE™ “Omni-Commerce” platform allows retailers to create mobile websites and apps, tablet websites and apps, interactive digital catalogs, in-store kiosk applications, and social commerce offerings from one integrated platform. The SkavaONE platform works along with the retailer’s existing e-commerce platform and helps the retailer extend the online shopping experience to all of these other customer “touchpoints” through customized and unique user experiences. Skava is recognized in the industry for providing a flexible and advanced platform, which is able to adapt to the most complex e-commerce requirements. Skava’s customers include 25% of the Top 30 US-based online retailers.