Greg Sterling says, “Full year US e-commerce spending numbers are out from comScore. In the holiday quarter, consumers spent $109.3 billion online, which was the highest figure on record. Mobile spending contributed $22.7 billion of the total.

Total e-commerce spending for the year was more than $354 billion. However, total retail spending was nearly $5 trillion in 2016, making e-commerce just under 8 percent. US government figures are somewhat higher for both overall online spending and e-commerce as a percentage of total retail.

In Q3 2016 mobile consumer spending was 20 percent of total e-commerce. In Q4 it was 21 percent, compared with 16.9 percent in 2015.

In 2010, mobile transactions contributed less than 4 percent of e-commerce spending. In the next few years mobile commerce should exceed 50 percent, just as mobile search has surpassed desktop search. Retailers and e-commerce sellers need to prepare right now for this inevitability”.

Mobile makes up 21 pct. of online spending in Q4, as digital commerce reaches $109 billion

Marketing Land

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