Online shopping using mobile devices like smartphones and tablets have overtaken desktop traffic for the very first time, new report has revealed. A shocking 52% of visited stores were made via a mobile device, while 36% of online sales in the United Kingdom are now completed on portable device.

This is obvious from the latest IMRG Capgemini Quarterly Benchmarking Report. The analysis also shows that for retailers selling clothes online the percentage of sales via mobile devices is 40%. Especially tablets are popular in the UK as they account for 82% of sales completed on a mobile device and around 18% account for Smartphones.

Huge landmark in growth of mobile commerce
The report also shows that British consumers spent approximately about £24.2bn online during May to July, of which about £8.7bn spent via smartphones and tablet devices.

IMRG chief information officer Tina Spooner said:

"With over half of all e-retail traffic now coming via smartphones and tablet devices, the latest results reveal a huge landmark in the growth of mobile commerce.”

“Considering that as recently as 2010 mobile visits to e-retail sites accounted for less than 3% of traffic, this latest milestone represents staggering growth of 2,000% over the past four years.”

These numbers tend to show us that the era of the desktop, particularly in its role in our day-to-day shopping cycle, is diminished. Retailers have further developed their mcommerce platforms, while customers are more and more seeing the benefits of shopping online in the comfort of their home, on the way or wherever they are. As ecommerce is increasingly becoming a bigger part of the retail industry, it’s interesting to see what part mcommerce will play in all this.

As customers want to be able to shop seamlessly across all channels, mobile will be a huge part of their shopping cycle. Online retailers should focus intensely on developing a solid mobile strategy by providing visitors with a mobile-friendly website and interface.