Twenty-eight percent of mobile shoppers used wallets like Apple Pay or PayPal and 29 percent of mobile orders came from mobile wallets on peak days including Black Friday and Cyber Monday, according to the 2018 Holiday Shopping Report from Salesforce.
With reduced friction between discovery and purchase, shoppers using mobile wallets checked out 90 seconds faster than those that didn’t, according to the research group. What’s more, for the first time, mobile shopping eclipsed desktop shopping.
Forty-eight percent of orders came from mobile devices, compared to 44% from computers (mobile orders were up 19% over 2017). Sixty-six percent of traffic came from mobile devices, an increase of 11% over 2017. Seventy-four percent of shoppers browsed from mobile phones on Christmas Day.
"Retailers saw strong digital growth this holiday season," says Rob Garf, vice president, Industry Strategy for Retail, Salesforce. "Rather than the retail apocalypse that many have proclaimed, we saw signs of a massive digital transformation. Enhancements in artificial intelligence, mobile, and social triggered a fundamental shift in the way shoppers will browse and buy into the future."