More than half of online shopping revenue in the UK will come from mobile devices this year, according to the latest research from O&O and Ofcom. In 2018, 49% of all e-commerce revenue came from mobile and tablet devices, up from one-third (32%) in 2013. If this trend continues, mobile and tablet devices will overtake other sources this year.

Indeed, mobile/tablet e-commerce revenue registered a compound annual growth rate (CAGR) of 20% between 2013 and 2018. This contrasts to online shopping revenue from desktop and laptop devices, with a CAGR of 4%.

Additional research shows e-commerce accounts for just under one-fifth of all retail sales in the UK, growing particularly strong in the household goods and clothing sectors. This comes as mobile devices take on greater importance in everyday life – half of people say their smartphone is their most important device. As a result, more brands are adopting an 'always on' approach that is seamless for customers.