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65% of Consumers Start eCommerce Shopping Here, Finish There

mobile-ecommerceHow many times do you use multiple devices, whether it be a laptop, desktop, tablet or smartphone when engaging in a single eCommerce activity?

If you’re like the average plugged-in and digitally savvy shopper, chances are you do your eCommerce shopping on more than one device, maybe without even knowing it. This month, Google published, “The New Multi-screen World: Understanding Cross-Platform Consumer Behavior,” a study showing than 65%, or 2 in 3 respondents use multiple devices sequentially to shop online, with the path to purchase beginning on a smartphone for 65% of those respondents.

Of those beginning the eCommerce shopping process on a smartphone, 61% continued on a PC or laptop, and 4% continued on a tablet. Of the 25% who began their purchase journey on a PC or laptop, 19% continued on a smartphone and 5% on a tablet. And of the 11% who began shopping on a tablet, 10% moved onto a PC or laptop.

The key takeaway? If you are selling widgets online, you must enable customers to save their shopping spree between devices via saved shopping carts and a “signed-in” experience. You also must cater to the spontaneous, virtual window shopper.

When the respondents were asked if their eCommerce shopping activities were planned on spontaneous, 81% of respondents said their smartphone shopping was out of the blue, but only 58% stated their PC and laptop shopping was unplanned. The majority of the shopping is taking place in-home, with 59% of shoppers purchasing while still within the humble abode and 84% of PC and laptop users still tethered to their home wall outlets.

So, what are these mobile, impulse buyers purchasing? Clothing, food (take-out), beauty/make-up, pet items and shoes were the top categories. There was no data showing the break down between male and female shoppers, but you can probably figure that one out on your own.

For more information on eCommerce optimization, contact KEO Marketing today or continue to browse our website.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.