E-Tailing Group Study Shows 72% Of Retailers Now Sell Through Mobile

Nearly three quarters (72%) of surveyed retailers currently sell through mobile, according to a Q1 2013 study from the etailing group. In addition, 76% said mobile initiatives are key for reaching strategic goals in 2013.

The report, titled: 12th Annual Merchant Survey Report ― 2013, surveyed senior e-Commerce retail executives representing 32 major product categories being sold online. In addition to mobile merchandising and marketing, topics included: Internet strategy; features and functionality; analytics and merchandising metrics; up-sells/cross-sells; email performance and related metrics; personalization and segmentation; social media; cross-channel and strategic issues; and future plans.

“One in three retailers receives in excess of 20% of their traffic via mobile devices or apps,” said Lauren Freedman, President of the e-tailing group, in a recent Mobile Commerce Daily article about the report. “The fact that the shift is in place changes the dynamics for retailers.”


In addition, “almost one in three retailers see 10% or more revenue via mobile devices,” Freedman said. To already be at this level is “impressive” and, unlike social, “it’s delivering to the bottom line.”

Among the findings, the e-tailing group report showed that three out of four retailers will invest more in e-Commerce this year than in 2012. The study also noted that merchants must be “multi-dimensional” to improve the customer experience for tech-savvy customers.

“Being multi-dimensional grows in importance as retailers must deliver across a rich range of devices and channels as consumer access grows,” the report indicated. “Elevating the customer experience is essential for differentiation and survival, with Amazon only a click away from most shoppers and a threat to every retailer. Striving for excellence and delivering superior personalized shopping experiences demands compelling merchandising and targeted marketing to meet and exceed the expectations of today’s connected consumers.”

The study is comprised of aggregated responses to a 47-question survey completed in Q1 2013. The full report includes 54 charts and tables that benchmark merchandising and marketing initiatives as well as web site performance.

Click here to access the full report.

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