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Ecommerce - the evolving entity

By Duncan Hewitt on March 25, 2015


At Digital Reflow we are used to breaking new ground but last August we heard some pretty groundbreaking news. For the first time in history people used mobile devices - phones, tablets etc - to visit online shopping sites rather than using computers. This may not sound particularly monumental to you guys but we’ve been watching and talking about the mobile commerce trend for the last two years and finally we have been proved right! We build ‘mobile first’ eCommerce stores as a service and none are thriving more than jopsonsjewellers.co.uk. No argument, no dispute just the facts… From over 100,000 commerce stores that use the Shopify platform - an online ‘middle man’ - they saw 50.3% of traffic coming from mobile and just 49.7% from computers. We can’t take all the credit for this meteoric rise in mobile phone traffic to online stores. It’s mainly fuelled by the new trend of social networking and ultimately, social discovery. Facebook accounted for less than 5% of traffic to commerce sites on desktop orientated devices. That number jumps a further 2% when looking at mobile phones. And because, at Digital Reflow we love a fact that backs up another fact, we discovered that search based traffic from Google saw 18% directed from computers and just 12% on mobile phones. It is pretty much what we already knew but worth noting nonetheless. Computers are being used to search for commodity-type goods while social media on mobiles are used for spontaneous and discovery-based purchases. Shopping used to be an event, an organised amount of time to splash the cash. In other words, shopping is no longer something that people pre-arrange anymore; it is an ongoing, constantly-evolving entity and it’s spreading fast!