Mobile becomes the leader in online shopping by overtaking desktop

Amsterdam - 22 nov. 2017
New data from payments platform Adyen reveals 52% of global ecommerce now takes place on mobile devices

November 22, 2017: We’ve all been hearing that mobile will reach a ‘tipping point’ for a long time. Data from global payments company Adyen shows that it has been growing steadily for years, climbing from 34% in January 2016, to 43% in January 2017. But now for the first time, mobile has reached 52%, surpassing desktop as the technology of choice for ecommerce purchases. 

The iPhone is quickly becoming the most popular device, followed closely by Android as the leading mobile devices for online purchases. Adyen’s research also found that when it comes to more expensive purchases, tablets outperform smartphones as the go to device, most likely due to their larger size enabling closer scrutiny of a high-value item. The average purchase price on an iPad is 69% higher than items purchased on the iPhone.

Roelant Prins, Chief Commercial Officer at Adyen said: “As consumers shift to mobile, online retailers must refine their checkout experience. On average, we see that during the checkout phase, the customer drop-off rate is 9% higher than on desktop. So there is a huge opportunity for retailers to optimize their checkouts by supporting one-click payments, stored cards, user profiles and much more. If they don’t act, they risk losing out to competitors. Ultimately, shopping is all about experiences. Retailers need to understand how their customers prefer to shop and provide an experience to match. Mobile is only going to become more important as consumers become increasingly comfortable using new mobile payment methods such as Facebook or WeChat messaging apps, Apple Pay or Pay with Google. Those who provide a seamless experience across mobile web or in app, are giving themselves the best chance for success.”

MobileAbout Adyen Checkout

It is vital for businesses to be able to offer user-friendly ways to process payments through mobile devices. Adyen Checkout is a fully customizable payment flow and is a secure way to accept payments anywhere, on any mobile device. Checkout helps merchants provide a frictionless web and mobile payment experience that leverages data and insights from Adyen’s end-to-end platform. A huge amount happens after the shopper hits ‘pay’. And that’s when the Adyen platform really kicks into action. It uses data and machine learning to optimize each transaction, blocking fraud and increasing authorization rates. This leads to an average uplift in revenue of 1.4% 

For more information visit: https://www.adyen.com/our-solution/online-checkout

About the data

This data is derived from analysis of attempted ecommerce transactions on the Adyen platform of which the device type is known. Point of sale transactions not included. Adyen processes payments for more than 4,500 merchants across the globe and accepts almost all major currencies and payment methods including China UnionPay, Alipay and Tenpay.

About Adyen

Adyen is the payments platform of choice for the world’s leading companies. The only provider of a modern end-to-end infrastructure connecting directly to Visa, Mastercard, and consumers' globally preferred payment methods, Adyen delivers frictionless payments across online, mobile, and in-store. With offices all around the world, Adyen serves more than 4,500 businesses, including 8 of the 10 largest U.S. Internet companies. Customers include Facebook, Uber, Netflix, Spotify, and L'Oreal.