There have been some extremely important shift in the last few years in the retail space. The most obvious one is, of course, the rise of people doing their shopping online instead of going to a physical store, though that is not as pronounced as you might think, accounting for 8.5 percent of all retail in the first quarter of this year, according to the U.S. Census Bureau. The other shift is the number of people shopping on mobile device, rather than on a desktop.
These trends are showing no signs of slowing down; in fact, they’re actually ramping up, according to the Retail Industry Report put out by Adobe, which found that not only is mobile about to become more popular than desktop for the first time ever, but that social is quickly establishing itself as an extremely important channel for marketers as well.
I spoke to Michael Klein, the Director of Industry Strategy for the Adobe Marketing Cloud, about what some of these numbers mean and where he sees the online retail industry trending in the next few years.
Mobile is going to overtake desktop
Likely the most important metric in the Adobe report has to do with mobile, where smartphones about to surpass desktop for the first time ever in terms of where users are going to do their online shopping.
“Last year, if you followed the holiday forecast report, we had several specific days, Thanksgiving, Black Friday, where we experienced mobile traffic eclipsing desktop traffic for those particular events. We’re seeing a trend where, within the next couple of months, that will not only be a singular, one day event occurrence, but it will be just the nature of the trend,” said Klein.
This also is the result of larger smartphones, like the iPhone Plus models, which have eaten away at tablets.
However, even though smartphones are going to be first in terms of traffic, they are still lagging behind desktop in terms of revenue share and conversion rates. While people are shopping on…