Mobile Trumps Desktop In UK Online Retail

The Latest Insights from International Online Marketing

Research by SimilarWeb has revealed that a staggering 65% of UK online retail traffic came from mobile phones last year. The sites with the biggest proportions of mobile visitors were the high street chains Argos, Boots and Next, which all had over 70% of their online visitors coming from mobiles. The ecommerce sites eBay and Amazon also saw high levels of mobile traffic, with 59% and 64% respectively. Mobile users spent less time on websites than desktop users, however, and visited fewer pages, a trend that was picked up on by SimilarWeb. A spokesperson for the company said: “Retailers must continue to embrace the rapid change towards mobile, including better checkout flows, and integrations between desktop and mobile sites.” The UK has a digital buyer penetration rate of 88.2%, the highest in the world. In 2015, the B2C British ecommerce market was worth a staggering 123 billion US dollars. 

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