Digital Commerce 360 | Retail

Retailers have a mobile conversion problem.

Mobile devices have long lagged behind desktops in terms of conversion rates and sales. In the 2017 holiday season, for example, smartphones and tablets generated 33% of sales Nov. 1-Dec. 31, yet 56% of the traffic, compared with desktops’ 67% of sales and yet 44% of traffic, according to Adobe Digital Insights. Smartphones alone accounted for 46% of the traffic and 27% of the purchases during this two-month period.

What’s more, online retailers’ desktop conversion rates are 3.68% on average compared with…

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