Online shopping is a thriving market. Sales of retail e-commerce around the world are estimated to be nearly doubling between 2016 and 2020. During the April 2017 survey, 40 percent of Internet users in the United States said that they bought online goods several times per month, and 20 percent said they purchased the item or online services on a weekly basis. Not only does the online sales volume show optimistic figures and estimates, but there is an increase in web and mobile-affected offline sales in the coming years. Internet-savvy buyers are determined to research online products and read online reviews to get the best deals. Sometimes they do their research online and make purchases offline. Nearly 42 percent of U.S. consumers have searched and bought products or services online, while 14 percent preferred to search online and buy in the store.
The availability of coupons and discounts is one of the main factors that influence Internet users to buy online items rather than physical stores. Friends and family suggestions and brands can also decide to buy advertising online. Potential buyers can also go to their social media platform for review, advice, recommendations. Such feedbacks on social media can directly influence purchasing decisions. Online discounts and coupons are also popular purchase effects factors, group group and coupons.com lead the pack.
While desktop or laptop computers still remain the preferred digital medium for online purchases in the United States, mobile commerce is increasing. In the fourth quarter of 2016, the U.S. Mobile e-commerce expenditure reached US $ 22.68 billion, which was 20.8 percent of total digital commerce expenditure in the country during that quarter. The growth of mobile shopping is not limited to the United States - around 46 percent of Internet users in Asia Pacific have purchased products or services on mobile devices. Mobile shopping penetration rate in Europe was 32 percent in 2016, and nearly 30 percent in North America bought products through a mobile device, even if a smartphone or tablet computer. In addition, online shoppers use their mobile devices to track delivery, compare prices between retailers, search for retail coupons or use retailer's app.
Since mobile commerce is increasing, retailers are looking for ways to seize this spot. Keeping in mind some limitations of mobile web browsers, mobile shopping apps are growing as a way to create personalized experience for mobile customers. By February 2017, Amazon is the most popular mobile shopping app in the United States, in which 40 percent of mobile users have access to the country. Retailer is also leading in the number of monthly shopping app users. Many American online shoppers start their shopping trip on Amazon due to the variety of products offered by retailers and free shipping. Others said Amazon has better deals. Other popular mobile retailer apps include Wal-Mart, Gruppen, eBay, Checkout 51 and Shopcick.