Every third Russian user of mobile Internet makes purchases using his smartphone or tablet. Such data are provided in the report Europe M-Commerce Snapshot 2014, prepared by yStats.com. According to the study, Russia is among the top five developing countries in terms of smartphone penetration. YStats.com experts noted that many Russian e-commerce players have already responded to the obvious trend of mobile traffic growth: a number of online stores, in particular, fashion retailers Lamoda and KupiVIP, have launched mobile applications.
Those who are in no hurry to pay attention to mobile buyers should evaluate the achievements of European m-commerce. For example, in Germany, the turnover of m-commerce exceeded 10% of the total turnover of online retail. Such statistics prompted Otto Group to adopt a mobile initiative at the beginning of 2014, the goal of which will be to generate half of the Internet traffic for all of its brands via mobile devices. A German clothing retailer Zalando has begun to upgrade its mobile application for use in international markets.
In the B2C segment, the first place in the Western European m-commerce market belongs to the UK. In this country, sales through tablets are growing faster than through smartphones. English online stores are already recording an influx of mobile shoppers. Almost a third of the traffic on the website of Asos fashion seller is generated by mobile devices. Other European countries are not far behind. In Austria, for example, more than a third of online shoppers have ever made purchases through mobile devices. In France, more than a quarter of online store customers intend to purchase something from a mobile device this year. And in the Netherlands, more than 2 million people are already involved in mobile commerce.