Forecast Report

Forrester Research Mobile And Tablet Commerce Forecast, 2013 To 2018 (EU-7)

ForecastView Spreadsheet

December 4th, 2013
Michael O'Grady, Principal Forecast Analyst
Michael O'Grady Principal Forecast Analyst

Summary

By 2018, nearly half of EU-7 eCommerce sales will take place on tablets and mobile phones, driven by strong tablet adoption and growth in smartphone and tablet retail buyers. Consumers display increasingly fluid cross-channel buying behaviors: While over half of all EU-7 consumers buy on their tablets, one-quarter also buy goods online with their smartphone and over two-thirds buy online using their laptop or desktop. As a result, retailers that allow online buyers to use multiple devices throughout their purchase journey will be best suited to take advantage of future market growth. Additionally, though retail sales on smartphones will grow at a 32% compounded annual growth rate (CAGR) through 2018, smartphone retail sales will remain relatively modest and rise from just 4.3% of all online transactions today to 10.8% by 2018. This report details the size of the EU-7 mobile and tablet commerce market from 2010 forecasted out to 2018, illustrating the contributions from mobile and tablet devices across retail, daily deals, and travel.

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