After a strong holiday season last year, e-commerce is slated to surge again in 2018. An early report from retail search marketing firm NetElixir predicts holiday e-commerce sales will increase 15 percent this year, after double-digit growth in 2017.
One of the main drivers will be yet another increase in m-commerce. Last year, Cyber Monday became the first time U.S. consumers used smartphones and tablets to place more than $2 billion of online orders in one day. NetElixir expects that record to fall easily this year as it projects more than 42 percent of all online purchases to originate on mobile devices. The Princeton, N.J. company also said the average order value gap between mobile and desktop orders will continue to decline.
“Our models are forecasting a very optimistic holiday season for retailers. We are also seeing new buying trends being spurred by the adoption of new technologies,” said Udayan Bose, founder and CEO of NetElixir. “Mobile purchasing and shopping initiated by voice search are two factors that are changing consumer behavior. So while retailers can expect overall e-commerce growth, to reap the benefits they should be adapting their e-commerce channels to coincide with these changing consumer behaviors.”
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