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And the share of mobile buyers will grow from 66.5% of the population in 2023 to 70.0% in 2027, per our forecast. Marketplaces will need to experiment with new channels and formats. Walmart has tried out a variety of livestreaming formats and launched a creator marketplace.

The potential next move: Over half (56%) of US mobile shoppers most often browse and purchase health, personal care, and beauty products via mobile app, per a June 2023 survey by Integral Ad Science. For a more omnichannel experience, Target can extend its online wellness hub to its mobile app, appealing to shoppers who prefer to browse on mobile or via mobile apps while shopping in-store.

It launched a white-label BNPL solution for mobile shoppers last month dubbed SplititExpress, which supports both Apple Pay and Google Pay. It's also expanded its installments as a service offering with partners like OCM, Ingenico, SAP, and Google.

Although the use of mobile in-stores doesn鈥檛 directly contribute to mcommerce sales, it points toward the growing comfortability of mobile shopping. 鈥淢obile [devices] are the bridge between digital and in-store,鈥� said Perkins. 鈥淎nd as retailers develop their apps and its functionality, it will drive sales on both sides.鈥�. Listen to the full episode.

Mobile buyer penetration is still on the rise. Across the former EU-5, there will be 139.5 million mobile buyers in 2023. That means 69.1% of digital buyers will make a purchase on a smartphone or tablet in 2023鈥攗p from 68.4% in 2022 and 3.4 percentage points higher than pre-pandemic levels. Existing mobile buyers are also spending more.

Shopping via CTV is still relatively new to consumers, so it may take a while for it to become as widely adopted as mobile shopping. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

鈥淚t鈥檚 a little bit of a hybrid between livestreaming and mobile shopping and what you can do with traditional TV or connected TV,鈥� said our analyst Sky Canaves on our 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. 鈥淚t shows how an in-demand product can really drive this kind of livestreaming commerce.鈥�. 3. Examine the resale opportunity.

The inaugural edition features an interview with Demi Moore and QR codes for mobile shopping. 鈥淚 love this in a time where we鈥檙e just bombarded with digital stuff,鈥� said Stambor, highlighting the novelty of a physical catalog. 鈥淚t鈥檚 got really vivid, beautiful images. It鈥檚 designed to stick around and sit on your coffee table.鈥�. 6. Old Navy.

Mobile retail apps are a critical touchpoint during the holiday season, said Lipsman, especially since it鈥檚 become increasingly harder to reach people through social ads. 鈥淚t鈥檚 no longer easy to reach people through Facebook like it used to be,鈥� he said. 鈥淵ou鈥檝e got to get creative and figure out other ways to get in front of consumers without doing as much paid ad spend.鈥�.

Key stat: US retail mcommerce holiday season sales will be up 13.4% YoY, reaching a total of $140.65 billion, according to our July 2024 forecast. What it means for marketers: Mobile advertising or ads featuring QR codes that drive people to mobile will be important this holiday season. Last year, mobile accounted for more than half (50.6%) of US ecommerce holiday sales for the first time.

Retailers should make mobile shopping frictionless, focusing specifically on checkout and payment processes. 3. Consumers want to speed up the buying journey.

On today's podcast episode, we discuss how folks viewed big ticket items over the Thanksgiving holiday shopping period, how in-store foot traffic shook out, and the impact of buy now, pay later (BNPL). Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Zak Stambor and Analyst Rachel Wolff.

Because about a quarter of 鈥渙ther鈥� activities still occur on the web, including much of mobile shopping. The web also still has life on desktop. Each year, the share of digital time spent on desktop/laptop drops, but these devices still generate nearly 15% of time spent on the internet. As with mobile web, that time is fairly diffuse and skewed toward shopping, so opportunities remain.

Yeah, mobile shopping has just become the norm for so many consumers. This year for the first time, Adobe reported that mobile shopping outpaced desktop shopping, and it even outpaced our what I thought was a fairly aggressive projection of 49.6% share of online sales. So I think you're far from alone, Sara, in pulling out your phone and just spending, because the experience has become really good.

Steep discounts drove shoppers to splurge on Black Friday: Consumers scooped up bargains across several categories, helping online sales jump 14.6% YoY the day after Thanksgiving.

Mobile shopping apps from retailers like Amazon, Walmart, and Loblaw鈥攁nd indirect purchasing from social media sites鈥攁re driving on-the-go transactions to new heights. Mcommerce will grow at more than double the rate of total retail through the forecast period. Total retail will average mid-single-digit annual growth, while mobile sales will see double-digit growth for many years to come.

My take is that mobile shopping media will be everywhere, and consumers are going to love it. Marcus Johnson:. Okay. Very nice, gents. Let's get, of course, to round one. It's Signature Take. So our chefs will have one minute to explain the premise of their trend. We circle back to Yory. He's talking about the rise of foldable phones. Yory, why? Yory Wurmser:.

None of this is surprising, given the 960.3 million smartphone users and 885.9 million mobile buyers we expect in 2023. Livestreaming commerce is still outperforming everything else. China鈥檚 version of livestream commerce has taken the world by storm since 2020. Although growth is now slowing, sales will still increase by a standout 35.0% this year.

Nordstrom gives its shopping app a genAI upgrade: The department store retailer hopes enhanced search and personalization capabilities will give it an edge this holiday season.

Social commerce still has plenty of room to expand in the US. With discovery and inspiration as the key characteristics of social commerce, TikTok won鈥檛 be Amazon鈥攂ut it will bring in new Gen Z shoppers.

On today's podcast episode, we discuss the main factors that will impact this year's holiday sales, why shopping in-stores will be more of a priority, and how last year's mobile commerce tipping point trend will continue. Listen to the conversation with our analyst Sara Lebow as she hosts analysts Sky Canaves and Zak Stambor.

TV is transforming into a retail platform: Shoppable media drives real-time purchasing, with US consumers spending $290 annually on TV-inspired products.

On today's special podcast episode, we continue our monthly show where we discuss the biggest trends of the moment and the newest research, sprinkle in some analysis, and bundle it up into a quiz. Every month, three of our analysts representing their respective coverage area teams compete against each other. (We also encourage you to play along at home.) We keep a running score and will crown a winning team at the end of the year. Today, we cover the future of AI devices, shopping Amazon from your social feed, what happens now that the Hollywood strikes are over, and how Amazon is expanding. Tune in to the discussion with this month's contestants: our vice president of Briefings Stephanie Taglianetti and analysts Evelyn Mitchell-Wolf and Carina Perkins.