Mobile E-Commerce Hits All-Time High: New Custora E-Commerce Pulse Report



The evidence surrounds us, whether it’s commuters immersed in their tablet on the subway, the newly announced Amazon smartphone, or a shopper buying toilet paper on her phone to save a little and avoid the hassle of carrying it home. Mobile computing is doing everything except slowing down. And while these anecdotes add up to something meaningful on their own, we wanted to further explore this mobile shift and learn how it’s impacting the way people shop online.

The resulting research report, the Custora E-Commerce Pulse Mobile Report, is based on The Custora E-Commerce Pulse data from over 100 online retailers, 70 million consumers and $10B in transaction revenue (more about our methodology below). Sign up to the Custora Pulse to receive email updates for our monthly, holiday, and seasonal US e-commerce updates.



Here are some of the report’s findings, download the full 12-page report below (you can also download the raw data spreadsheet here).


1. US mobile e-commerce is a $40 billion market, poised to hit $50 billion in sales in 2014. 

In the past four years, the mobile e-commerce market grew 19-fold: From $2.2 billion in 2010 to $42.8 billion in 2013. This represents 1875% growth over these four years, and 111% 4-year CAGR (Compound Annual Growth Rate). (tweet this stat)

2014 is off to a strong start with $12.2B in mobile e-commerce sales in Q1 alone. It is likely that mobile e-commerce will hit $50B in sales in 2014. (tweet this stat)


Note: These estimates are based on US Department of Commerce figures for total US e-commerce revenue, 2010-2013, and Custora’s estimates for the share of mobile e-commerce.


2. More than a third of visits to online stores now come from mobile devices (phones and tablets). 

By the end of Q1 2014, 36.9% of visits to online stores came from mobile devices. That’s up from 3.4% at the beginning of 2010. (tweet this stat)


3. Apple dominates e-commerce. For now.

Apple’s mobile supremacy remains but continues to be challenged, most notably by Samsung and more recently, Amazon.
Over the last two years, iPhone’s share of e-commerce orders done on mobile phones went down from 75.1% in 2012 to 53.6% in as of March 2014. Samsung phones have more than quadrupled their share of phone orders over the same time period — growing from 6.9% in 2012 to 30.5% in 2014. (tweet this stat)

iPad still accounts for the biggest share of tablet e-commerce orders, though the share of orders made from Samsung tablets increased from 1.9% in 2012 to 15.3% in Q1 2014. Amazon has also quickly become a player, with purchases made on Kindle Fire tablets now accounting for 4.5% of all tablet orders. This bodes well for the just-announced Amazon Fire Phone – we’ll check back in on that as numbers start to come in. (tweet this stat)


4. Email Marketing drives mobile purchases – social media doesn’t.

Customers responding to email marketing and shoppers going directly to e-commerce sites (including app traffic) accounted for the highest share of purchases on phones. Email marketing generated 26.7% of sales on mobile phones, compared to only 20.9% on desktop, and 23.1% on tablet.

Social media accounted for only 0.6% of sales on phones and 0.2% on tablets. (tweet this stat)


small report

Download the Report

Enter your info below to get the full 12 page pdf version of the report with more insights, numbers, and visualizations. You can also download the accompanying raw data set in Excel format here.

About The Custora E-Commerce Pulse

The Custora E-Commerce Pulse tracks key US e-commerce statistics and allows any retailer to benchmark their data in real time. The Pulse is based on Custora’s analysis of over 70 million online shoppers and over $10 billion in e-commerce revenue across over 100 US-based online retailers. The Pulse also leverages external data points, such as the US Department of Commerce e-commerce growth figures, to extrapolate growth trends within the Custora data universe to arrive at predictions for the US industry at large.
Pulse research has been featured in The Wall Street Journal, USA Today, Inc., Los Angeles Times, Bloomberg TV, McKinsey Insights, AdAge, eMarketer, San Francisco Chronicle, and many other publications. Pulse data is part of the Bloomberg Professional® Platform. Sign up to the Pulse here.

About Custora and how we can help

Custora provides a customer-centric marketing platform that helps e-commerce teams make customer acquisition and retention programs more profitable. Custora’s software uses advanced statistical models to identify distinct customer segments and predict how customers will behave in the future. This enables e-commerce companies to deliver more relevant and effective communications that promote long-term customer relationships. Custora is proud to work with some of the world’s leading e-commerce retailers, including Guess?, Ann Taylor LOFT, Etsy, Backcountry, Bonobos, Crocs,, and One Kings Lane. If you’re interested in learning more about Custora, request a demo here.


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