According to a survey of retailers conducted by EPiServer at the Internet Retailer Conference & Exhibition (IRCE 2013), 46% of retailers who already have a mobile strategy in place and 74% of retailers who are planning to implement a mobile strategy in the coming year, are using mobile primarily to increase customer loyalty and provide a more personalized experience for consumers.
Of the more than 100 organizations surveyed, only 22% said mobile transactions accounted for more than 20% of sales. Though that number is up from 16% in 2012, in a similar survey EPiServer conducted at IRCE 2012, the research suggests that, unless you're Amazon, or eBay, mobile transactions aren't the primary driver of ROI stemming from mobile strategies.
Even among pure-play web merchants with a mobile strategy in place, a whopping 60% said mobile transactions account for less than 20% of their sales, with the remaining 40% indicating that mobile commerce made up only between 20% and 40% of sales. To that end, only 8% of those surveyed said they use their mobile strategy for sales, compared to the 46% that use it for customer loyalty and personalization.
The survey also found that in the next three to five years, 60% of respondents plan to make the greatest investment in their website, up 1% from 2012. Thirty-five percent respondents indicated that their greatest investment will be in mobile.