John Lewis has claimed Christmas Day this year will be the “tipping point” for mcommerce, ahead of the launch of a transactional iPad app.
The business saw mobile and smart devices account of half of all traffic to its site on Christmas Day last year, peaking at 9pm, and John Lewis is predicting it will overtake desktop traffic at 5pm this year.
Online director Mark Lewis said: “Mobile is set to be the shining star of Christmas 2013. Shopping is becoming much more of a social experience with people browsing, purchasing and sharing ideas with others using their mobile phones and tablets.
“We expect this to increase dramatically during the festive period as customers shop on the go and we anticipate that Christmas Day will be the tipping point for mobile.”
On average, mobile now accounts for more than 40% of traffic, up more than 115% year-on-year.
Fashion has seen a significant increase in customers shopping via their mobiles, with 78% of total sales in the category now completed on a mobile device.