The breakout trend in e-commerce this year has been mobile, and we saw that in the kickoff of this year’s US holiday shopping season. Mobile drove 50% of all online shopping traffic on Black Friday and 28% of total e-commerce sales. 

But some retailers’ websites take a long time to load on smartphones and tablets, which can be frustrating to shoppers. Sites that take 10 seconds or longer to load experience 46% fewer page views, according to Radware.

When discussing the opportunity in smartphones and tablets, the e-commerce industry often forgets that retailers need both apps and mobile websites to thrive. In a recent BI Intelligence report, we benchmarked retailers against one another in terms of mobile site performance. 

• Overall, the mobile web is a more popular portal, especially for traditional retailers. Some traditional retailers skew dramatically toward mobile. Home Depot and Best Buy see nearly 100% of time spent on their mobile properties via the browser, despite also marketing their apps. 
• Etsy is an online-only retailer that sees more browser engagement, at 63% of time spend.
• Mobile site performance is all over the place: Sears, the retailer with the fastest-loading mobile site, saw about six out of every 10 minutes of mobile time spend happening on the mobile website. Sears also notably sees a greater share of mobile-only visitors than either Amazon, eBay, Walmart, or Etsy. (See chart, above.)

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 Here are more of the key findings from the report:

• 58% of mobile retail dollars going to the top 500 mobile retailers will come from the mobile web this year, with in-app purchases accounting for the rest, according to Internet Retailer.
• The mobile web is also how many consumers prefer to shop on a mobile device. 51% of shoppers were more interested in shopping on the mobile web over apps on their smartphones in 2013, according to Adobe data.
• The mobile browser, which is often a gateway to retailer sites, is an important first stop for shoppers using their smartphones in a store. 82% of smartphone shoppers say they use a mobile browser’s search function to research products when they’re in a store, according to a 2013 study conducted by Google. Another 62% say they go directly to a retailer’s mobile website, while only 21% use a retailer’s mobile app in a store. 
• Yet, despite the mobile web’s importance to shoppers, retailers under-utilise their resources for selling through this popular shopping channel. Only 60% of the top 100 global retailers have a dedicated mobile website. In fact, 32% are still showing mobile users a desktop-optimised version of their website on mobile devices. And only nine of the top 100 retailers have a responsively designed site, the format recommended by Google. 

In full, the report: 

To access the Mobile Commerce Report and BI Intelligence’s ongoing coverage on the future of retail, mobile, and e-commerce — including charts, data, and analysis — sign up for a risk-free trial. 

 

Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.

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