Business Insider: Here's what happened in e-commerce this week

By Nancee Halpin and Cooper Smith

DESKTOP COMMERCE DIMINISHES AS MOBILE GAINS POPULARITY:  Mobile devices are quickly gaining popularity as the preferred online shopping method among consumers. In prior years, mobile devices have struggled to gain footing in the e-commerce industry. Consumers cited reasons like the ease of use, and smoother checkout processes as their reason for preferred shopping on a desktop. However, as more and more retailers are focusing on their digital footprint, their efforts are focused on developing and optimizing their mobile sites and apps.

As of June 2015, mobile devices accounted for 28% of all online revenue, a 17% year-over-year increase, according to a new report from Branding Brand. In contrast, desktop shares of online revenue decreased from 76% in June 2014 to 72% in June 2015. Not only is mobile commerce increasing, but it is likely also having an impact on the number of desktop sales made.

As we previously reported, there's still a large monetization gap between mobile retail browsing and conversion, though. This disparity is likely due to the poor checkout experience on smartphones. However, the gap will likely close as better mobile checkout experiences proliferate, like those offered through Apple Pay and Braintree.

SAVVY MILLENNIALS PLAY THE INTERNET FOR BETTER SHOPPING DEALS: As online retailers make increased conversion rates a priority, many offer temporary discounts to entice shoppers to complete a purchase. However, younger consumers are learning to navigate the e-commerce back roads in order to get these deals every time they shop. Those born between 1980 and 2000, commonly referred to as millennials, are spending more online annually than any other age bracket. And these millennials are using simple tricks to get retailers to send them coupons.

  • 47% of millennials will purposely leave items in their shopping cart in hopes that the retailer will reach out with an offer to help close the sale, according to a new report from Mindshare North America
  • 39% of millennials clear their online search history to get better prices from online sellers.
  • 26% of millennials have purposely entered a fake birth date in order to receive a discount. 
  • 70% of millennials search for promo codes online before purchasing.

These younger shoppers are not just using sleights of logic to score online deals. Millennials are also depending on their mobile devices as necessary tools when shopping online and in-store. Immediate access to the internet provides these consumers with constant access to price- and product-comparison services. 

  • Barcode scanner apps allow consumers to find the same product in the store for the cheapest price online.
  • 59% of US millennials use a mobile device to compare prices when shopping, according to a report from Razorfish.
  • 66% of millennials have a vested interest in new mobile payment services to make their online shopping experience more seamless.

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