Dutch mobile commerce already earning 11% of total e-commerce turnover


The total Dutch m-commerce turnover amounted to €550 million in the first half of 2013. That is a 67% increase in comparison with the second half of 2012. Turnover via smartphones and tablets already amounts to 11% of the total e-commerce market. This is apparent from the M-commerce Monitor 2013-1, Blauw Research’s half-yearly research into mobile online purchases. This research is carried out in collaboration withThuiswinkel.org, the association that promotes the interests of about 2000 webshops in the Netherlands, and is supported by iDEAL.

Wijnand Jongen, director of Thuiswinkel.org: “In the next few years mobile commerce will develop to become the biggest driving force behind online consumer expenditure. Consumers will increasingly be purchasing products and services via mobile channels. This currently mainly takes place with smartphones and tablets, in the future via new so-called smart wearables such as smartwatches, spectacles (Google Glass), etc. Answering the question as to where, and how much mobile consumers will be purchasing presents an oasis of opportunities for entrepreneurs and (web) shops who want to reach today’s and tomorrow’s consumers: at home, at work, in the train, in the high street or in shops”.

Number of mobile purchasers rapidly increasing
In the first six months of 2013, 2.3 million Dutch people purchased something online using a smartphone and/or a tablet. This is a 53% increase in comparison with the second half of 2012. In total, these purchasers placed 12 million online orders via mobile devices. On average consumers spent €239 per person on mobile purchases in the first six moths of 2013. Frank Sibbel, Managing Partner of Blauw Research: “More than €1 of every €10 that is spent online is already being spent on purchases made with mobile devices. As a result of the enormous expansion in mobile devices, consumers are ‘always online’, so it is increasingly easy and quicker for them to obtain information everywhere and make their purchases. This will give an enormous boost to m-commerce in the next few years”.

Clothes & shoes the largest mobile segment in number of purchasers
Just as in the previous six-month period, mobile purchasers order mainly in the product group Clothes & shoes; 40% purchased something in this segment in the first half of 2013. In addition, mobile purchasers also purchased personal care products (22%), computer hardware (21%), music downloads (20%) and airline tickets (19%).

Most purchases via the tablet
Almost two-thirds of mobile shoppers make most online purchases using a tablet. Frank Sibbel: “The tablet is often still regarded as a replacement for the laptop and is quick and easy to use. Convenience is the main driving force behind mobile purchases; the smartphone or tablet is always at arm’s length, it’s easy to do your online shopping sitting on your own settee and it is quicker than using a laptop or pc”. Most mobile purchasers (83%) still place orders from home, using both the tablet and their smartphone. The smartphone is used more frequently outside the home (e.g., on the way to and from work) to do mobile shopping (38%). Just as with online shopping in general, iDEAL is the payment method most frequently used by mobile purchasers. Piet Mallekoote, General Director of Currence, which owns iDEAL: “The arrival of the new iDEAL has made online shopping even more user-friendly. It has also given an extra impulse to mobile shopping outside the home. There are even fewer thresholds for consumers as no separate devices (such as tokens) are necessary to confirm payment. This makes it really easy, for instance, to purchase a cinema ticket on the way to the cinema, or to order something for dinner on your way home from work”.

However, mobile purchasing is not all plain sailing. The biggest disadvantage to mobile purchasing is the small screen, following by poorly functioning websites and applications that do not work properly on certain devices, such as Flash. Frank Sibbel: “A lot of Etailers are still not properly prepared for ordering and informing via mobile devices. Growth in the mobile market will depend in part on the degree to which webshops invest in new mobile applications that will make it even easier for consumers to visit websites and make purchases using a mobile device.”

By the end of 2013 m-commerce turnover will exceed one billion
About one-third of mobile purchasers made their first online purchase using a smartphone or tablet during the past six months. Expectations are therefore that the number of mobile purchasers will continue to grow rapidly during the second half of 2013 to reach more than 3 million residents in the Netherlands. The enormous growth in mobile purchasers remains a powerful driving force for the online shopping market. Consumers are online for longer, and more frequently, and find it increasingly easy to purchase products and services using their mobile devices, with the tablet as the primary driving force. Wijnand Jongen: “In 2013 we expect more than 1.1 billion in sales via mobile devices, which is more than 11% of the total market for online consumer expenditure. This places the Netherlands among the leaders in the field of m-commerce. New mobile devices such as the smartwatch and Google Glass will also have a positive effect on the market. We also expect a lot of mobile purchases in shops in the near future, whereby consumers place their own online orders in the shop, using their own mobile devices”.