蘑菇AV

Retail鈥檚 shift to mobile advertising will trail mcommerce growth in 2024. Retail鈥檚 mobile ad spending will be restrained this year. In 2024, retail mcommerce sales will increase 12.7% YoY compared with 8.7% for overall ecommerce. But retail mobile ad spending will increase by a slightly lower rate of 11.6%.

Mcommerce growth is slowing, but mobile鈥檚 importance isn鈥檛 going anywhere. The channel is vital for commerce on social platforms, retailer apps, and mobile browsers. But as digital tools enter retail spaces, mobile will prove important for more than just mcommerce sales.

Mobile is driving ecommerce sales growth, with 43.2% of the $1.137 trillion in US ecommerce sales we project for this year. As mcommerce sales rise, retailers are innovating to get a piece of the $491.14 billion pie. Mobile commerce will be especially vital this holiday season. Some 79% of US online shoppers shopped via mobile during the Cyber Five last year, according to Bizrate Insights data cited in a Forrester report.

On today's episode, host Sara Lebow tees up a conversation between our analyst Andrew Lipsman and Ram Iyer, worldwide director, digital strategy and ecommerce at Microsoft, about omnichannel and mobile commerce, the consumer path to purchase, the metaverse, and more.

Mobile commerce growth increases the impact of a straightforward checkout process: Half of consumers surveyed consider how easy a merchant鈥檚 checkout process is when deciding where to shop.

Salesforce reported a more sober 4% YoY increase in ecommerce sales to $282 billion, helped by an uptick in mcommerce as well as surging sales on social platforms like TikTok Shop. Total holiday retail sales between November 1 and December 24 increased 3.8% YoY, per Mastercard SpendingPulse data. Excluding autos, in-store sales rose 2.9% YoY, compared with a more robust 6.7% jump in ecommerce sales.

The rise of click-and-collect shopping, social commerce, mcommerce, online marketplaces, and Gen Z鈥檚 growing purchasing power is forcing a rethink of the relationship between channels. Key players are emerging to provide more comprehensive unified commerce solutions for retailers.

Payment providers can help improve the payer experience in ecommerce鈥攁nd especially mcommerce. Retail ecommerce sales will grow at a 9.2% average annual rate from 2024 to 2028, per our forecast. In comparison, the mcommerce subcategory will grow by an average of 12.8%.

The ubiquity of smartphones and the advanced adoption of mcommerce in East Asia have made feature phones obsolete. Australia. Time Spent With Media. Australia led the region in time spent with broadcast TV, at 2:02 daily. That was 45 minutes above the regional average and 17 minutes higher than the global average. But broadcast TV time was down 2 minutes YoY and 16 minutes from 2019.