ShopVisibile online retail traffic by device for 2013In its latest Influence & Impact report, e-commerce provider ShopVisible found that site traffic from mobile devices and tablets significantly increased — accounting for 30 percent of all visits. Smartphones alone accounted for 15 percent of traffic in 2013, peaking at 20 percent in Q4.

The report also identified an 8 percent overall increase in site visits and higher overall revenue for ShopVisible's clients last year. The insights compare data from key performance indicators, such as site traffic and conversions, mobile devices, payment methods and shopping channels from 2012.

The large increase in mobile visits did not correspond with a complementary increase in mobile sales, although ShopVisible found that when mobile users do purchase, the average order value is comparable to that of desktop users. This likely signals that consumers are increasingly browsing from these devices but tend to transact more in a traditional browser/Web experience. More than 25 percent of all online orders were paid for with something other than a credit card, such as PayPal and Amazon Payments, verifying that retailers must have preferred alternate payment options in place to meet the demands of today's omnichannel customer.

Additionally, comparison shopping engines such as Google Shopping and PriceGrabber account for up to 7 percent of total online sales among ShopVisible retailers that use CSEs. ShopVisible clients using online marketplaces experienced a boost from marketplace sales compared with 2012, generating a total of 25 percent of their online revenue on average.

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