Zalando, the European e-commerce juggernaut, published their 2020 Q1 (1st Jan – 31st Mar) report awhile back and one key figure stood out to me.
Almost 85% of site visits in Q1 2020 on Zalando.com are from mobile users. Up from 82% a year ago. That is a bonkers figure, considering the history of online shopping. Zalando has always been online first (it is an e-commerce site after all) but it is clearly Mobile first these days.
These figures goes to show, as we all know, that the smartphone has completely taken over for most consumers. Really, most people do not need a desktop or laptop in their private lives, a smartphone and/or tablet is enough these days.
The consumers are now fully on board with shopping on smartphones and feel safe doing so. I would argue that they, in fact, are safer than before. Smartphones have way less problems with malware and similar nasty things than desktops. iOS is slightly more secure than Android in most scenarios but both are better than your normal user’s desktop computer.
The smartphone payment landscape has also matured with technologies like Stripe, Square, Klarna and others. The seamless and quick shopping experience is a vast improvement over the old, often clunky, checkout experiences.
It is quick, easy and secure to purchase online these days. Let’s not forget it is also very easy to get credit via Klarna or other alternatives. Most of the times it is enough with our email address and wham, that T-shirt is sent the same day and you pay several weeks later.
I would be very interested to see what figures other retailers have for mobile visits. I would presume that majority of of sales in most, if not all, markets are mobile first.
Mobile – Shop anywhere, any time.
This is a fundamental shift for many retailers but probably a net positive for the shoppers and down the line better for retailers. After all, an online shopper could previously only shop at home or work. These days 85% of Zalando’s customers can shop practically 24/7. Not a bad thing in the long term. Temporary stay at home orders non-withstanding.
Zalando’s Q1 is just at the start of Covid lockdowns across Europe so it will be very interesting to follow for Q2, where most of Europe has been in lockdown and how the share of mobile visits trends in Q3 when most countries will have opened up and resumed some kind of normal life.