It is no great surprise to announce that the UK eCommerce market is seeing a change in consumer behaviour, a change which in recent years has seen a dramatic increase in mCommerce. With the smartphone dubbed as an extension of the arm – and tablet hot on its heels – the shift from desktop purchasing to mobile was an obvious development.
Adgild Hop, retail director at Capgemini has said “Over the last few years, retailers have taken huge steps in improving their smartphone shopping platforms, making them more user intuitive and more secure for customers. Coupled with greater connectivity, consumers are more confident than ever in using their smartphones to make complete purchases and not just for online window shopping.”
But how quickly are consumers switching to shop on their smartphone?