Apps yet to make m-commerce impact

Apps yet to make m-commerce impact

01 FEB 2013

Mobile apps are generating only a small proportion of revenue for online retailers, according to research by analyst firm research2guidance.

Its “Global m-Commerce status check” found that the majority of retailers find that mobile shopping apps generate on average less than 5 percent of total e-commerce revenue.

There are obviously some high-points, with almost 19 percent of online retailers generating more than 25 percent of their income from the mobile channel.

There is “moderate optimism” for the future,  though, with the proportion of retailers that think they will earn more than 25 percent of their revenue from mobile predicted to increase to 27 percent over an unspecified period.

And around 15 percent expect m-commerce to contribute more than 50 percent of e-commerce revenue in the next five years.

Virtual goods are the most commonly bought items. Retailers believe social network integration, seamless payment and product reviews are key functionality for e-commerce apps.

While Android and iOS are the most targeted platforms, Windows Phone and mobile web are becoming more relevant, according to the research. Retailers are also looking beyond iOS and Android to the potential of e-readers and mobile game consoles.

The Global m-Commerce status was conducted in the third quarter of 2012 with more than 600 m-commerce companies.

Author

Tim Ferguson

Tim joined Mobile World Live in August 2011 and works across all channels, with a particular focus on apps. He came to the GSMA with five years of tech journalism experience, having started his career as a reporter... More

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