The month in app commerce: June 2017

Naturally, at Poq, we keep our ears to the ground when it comes to app commerce news. This month we’re introducing a regular roundup of these industry insights. We hope you find it useful.

Mobile traction showing no signs of slowing down

Smartphone users are spending more time in apps than we’ve seen before, with the average user accessing 30 apps a month and 9 apps per day according to App Annie, significantly higher than just a few years ago. The average user in the US spends 2 hours 15 in apps each day, totalling to one month a year!

The ripples made by mobile are being felt all over the world. Research by comScore, published in eMarketer, showed that Italy has recently seen the number of mobile-only Internet users surpass the number of desktop-only users. Mobile-only consumption between September and March 2017 for retail was up from 22% to 33% in Italy. A similar survey conducted by PwC showed that fifty-two percent of shoppers polled in China shopped on mobile on a daily or weekly basis.

With this in mind, it’s hardly surprising that purchases made on mobile are on the rise. Internet Retailing analysis reports that eighty-six percent of UK digital shoppers have made mobile purchases, and 2016 saw a 47% year-on-year growth in the number of mobile sales. Sixty percent of those who shop online, shop within apps, demonstrating the demand for retail apps.

Relationship between the store and online is changing

As shopping habits evolve, so too, do demands in stores. Shoppers want a truly omnichannel experience that empowers them to shop in the quickest and most convenient way. New research from Commonwealth Bank shows that click-and-collect is now offered by 42% of multi-channel retailers, up from 24% in 2015. Retailers are starting to meet the demands of today’s consumers and reaping the benefits, as online transactions were up 61% for multichannel retailers.

With the dynamics of the store and online changing, stores will need to evolve to provide omnichannel services, like click-and-collect and the ability to return online purchases. Those stores that survive will likely be dependent on location for click-and-collect and have expert in-store assistance that cannot be accessed online. This will include the integration of technology into the store, as 27% of UK consumers would like sales assistants to be equipped with tablets to quickly access stock checking and review services. Making the whole shopping experience as frictionless and convenient as key will drive these changes.

Reported by Samantha Rigg