E-commerce has entered a new stage: an ever-increasing number of clients prefer to make their purchases online, using their smartphones and tablets. In November and December last year, mobile devices surpassed for the first time the threshold of 50 per cent of all visits on the eMAG website (50.2 per cent). The accelerated growth of website visits from smartphones and tablets will continue in 2016 too, reaching approximately 120 million. The peak level of traffic will be reached, just like last year, in November and December, when 60 per cent of the visits will come from mobile devices.
While the number of mobile devices generated 34.8 million visits in 2014, in 2015 mobile traffic rose to 69.2 million visits, two times higher than the year before. In parallel, desktop traffic remained stable at approximately 96 million visits. Overall, mobile devices were the main engine of growth in eMAG’s overall traffic: in 2015, the website registered 27 per cent more visits compared to the year before, and the growth is expected to stand at 31 per cent in 2016.
“The mobile devices growth comes from the clients’ desire to inform themselves and to buy from any place, at any hour. Moreover, the growth and diversification of the range of products on eMAG and the easy access to the product desired have contributed to this transformation in behaviour. 2015 is the first year in which visits from mobile devices surpassed those from laptops and desktops and we have all reasons to expect growth this year too. This will be visible in orders submitted through phones and tablets, where we expect to register a growth of at least 30 per cent,” eMAG Platforms & Technology VP Bogdan Axinia stated.
Mobile devices are a source of orders but also the first step in the clients’ browsing and purchasing experience. In 2015, 35 per cent of the orders received by eMAG included at least one interaction with smartphones and tablets in the decision-making process.