Mobile driving ecommerce growth as High Street retail stalls

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Shopping on mobile devices now accounts for 15% of UK retail ecommerce sales, according to new statistics, with this number set to soar as traditional retail plateaus.

The latest figures from eMarketer demonstrates how online commerce is now worth £383 billion, representing 11% of the overall UK retail market.

And a whopping £6.61 billion of that comes from mobile commerce sales alone, as the proliferation of smartphones drives ecommerce sales to new heights in Britain.

The UK has traditionally had high online shopping and buying penetration rates, with figures placing it among the highest in the world.

And eMarketer's first-ever forecast for UK retail sales across channels, digital sales in the country, outlines how it expects this trend to continue, despite overall retail sales plateauing.

The forecast predicts that retail ecommerce sales will grow at double-digit rates for several years to come, and so while total retail sales will remain flat, digital commerce's share of the total will continue to increase.

While non-mobile online retail sales will continue rising robustly in the coming years, it is mobile commerce that will show the most dramatic increases, it predicts.

Tablet commerce will grow by triple digits in 2013 for the third year running, to reach £3.57 billion ($5.67 billion), while smartphone mcommerce sales growth will fall to 42.6%. Other mobile devices, such as ereaders, account for only a tiny fraction of mobile sales. The total mcommerce figure will reach £6.61 billion ($10.49 billion) this year and £17.24 billion ($27.36 billion) by 2017, with growth remaining robust throughout the forecast period.

eMarketer bases its estimates of online and mobile sales in the UK on the analysis of data from other research firms, historical trends, consumer digital buying trends, and macro-level economic conditions. 

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