What percentage of ecommerce sales happen on mobile devices?

Mobile devices now account for 57% of global ecommerce sales in 2024 and an estimated 59% in 2025—a trend propelled by faster networks, app-based shopping, and one-tap payments. For retailers, that means the phone screen is now the primary storefront, making mobile speed, UX, and checkout optimization mission-critical.

Numbers at a glance

• 57% of global ecommerce sales happen on mobile devices (2024)
• 44% of U.S. ecommerce sales occur on mobile ($564 billion in 2024)
• 75% of ecommerce website traffic comes from mobile devices (2024)
• 2% average mobile conversion rate vs. 3% on desktop (2024)
• 54% of mobile commerce happens through apps vs. mobile browsers (2024)
• 187 million active mobile shoppers in the U.S. (2024)

The short answer: mobile holds the majority share

Mobile devices now generate 57% of global ecommerce sales as of 2024, according to Statista data showing mobile commerce revenue reached $2.07 trillion worldwide. In the United States, mobile accounts for approximately 44% of online sales, totaling $564.1 billion in 2024 according to eMarketer research.

The exact percentages vary by source and region, but the trend is unmistakable: mobile has become the dominant channel for online shopping worldwide. Whether you’re looking at traffic (75% mobile) or sales volume (57% globally), smartphones and tablets now drive the majority of ecommerce activity.

Regardless of the exact figure, mobile is now the default channel for most consumers’ shopping journeys.

How the mobile share has grown year after year

The rise of mobile commerce represents one of the most dramatic shifts in retail history. Here’s how mobile’s share of total ecommerce has evolved according to verified industry data:

Mobile commerce growth timeline (2017-2024)

Year	Global Mobile Share	Global Mobile Sales	Notes
2017	40%	$500 billion	Early smartphone adoption
2018	43%	$660 billion	Improved mobile UX
2019	46%	$810 billion	Social commerce emergence
2020	48%	$1.1 trillion	COVID-19 acceleration
2021	49%	$1.4 trillion	App-based shopping surge
2022	52%	$1.48 trillion	One-tap payments mainstream
2023	54%	$1.71 trillion	Social commerce integration
2024	57%	$2.07 trillion	Current year data
2025	59% (projection)	$2.51 trillion (projection)	Projected growth

Source: Statista mobile commerce revenue data

The pandemic period (2020-2021) saw significant acceleration, with mobile commerce growing consistently year-over-year as consumers shifted to smartphone-first shopping behaviors that have proven lasting.

Key growth drivers behind the mobile surge

Bigger screens, better experiences — Average smartphone screen sizes grew from 4.7 inches in 2015 to 6.2 inches in 2024, making mobile shopping more comfortable and reducing the desktop advantage.

Faster networks and improved performance — 4G LTE coverage reached near-universal levels, while 5G rollout enables richer product imagery, video, and faster loading times.

Social commerce integration — Instagram Shopping, TikTok Shop, and Facebook Marketplace turned social feeds into storefronts, with 53% of consumers discovering new products on social media according to Salesforce research.

App-first shopping experiences — Dedicated shopping apps now handle 54% of mobile commerce transactions according to JP Morgan data, offering streamlined checkout and personalized experiences that mobile browsers can’t match.

5 factors that push shoppers to buy on phones

Understanding why consumers prefer mobile helps explain the channel’s dominance and informs optimization strategies.

1. Ubiquity of apps and one-click checkout

Mobile apps eliminate the friction of typing URLs and remembering passwords. According to JP Morgan data, 54% of mobile transactions happen through dedicated apps rather than mobile browsers, with stored payment methods enabling one-tap purchases that convert significantly better than mobile web.

2. Social media discovery and in-feed shopping

49% of mobile users use smartphones to compare pricing according to Criteo research, while social platforms have become primary discovery channels. The integration of shopping directly into social feeds creates seamless paths from content consumption to purchase.

3. Mobile wallets and BNPL convenience

Digital wallet adoption reached 56% of consumers in 2022 according to Business Wire research, with Apple Pay, Google Pay, and buy-now-pay-later services making mobile checkout faster and more secure than traditional desktop payment flows.

4. Location-based shopping and push notifications

Mobile devices enable location-triggered promotions and personalized push notifications that create urgency and relevance. The always-on nature of smartphones means retailers can reach customers at optimal moments throughout the day.

5. Improved trust through biometric authentication

Fingerprint and face recognition have made mobile payments feel more secure than typing credit card numbers. The convenience of biometric authentication removes a major friction point that previously favored desktop checkout.

Desktop still matters: scenarios where larger screens win

Despite mobile’s dominance, desktop maintains advantages in specific shopping scenarios that explain why it still captures significant ecommerce share.

High-ticket or complex products

Desktop maintains higher average order values — Kibo Commerce data shows desktop orders average $155 compared to $112 on mobile, reflecting consumers’ preference for larger screens when making significant financial decisions or researching complex products.

Multi-tab comparison shopping

Research-heavy categories like electronics, appliances, and B2B purchases benefit from desktop’s multi-window capabilities. Shoppers frequently compare specifications, read detailed reviews, and check multiple retailers simultaneously—tasks that remain cumbersome on mobile.

Workplace browsing behavior

Office workers often browse during lunch breaks or downtime, though these sessions increasingly lead to mobile purchases later. The research-on-desktop, buy-on-mobile pattern has become common consumer behavior.

Benchmark your store: signs you’re losing mobile revenue

Most retailers underestimate their mobile revenue leakage. Here are the key metrics that reveal optimization opportunities:

Traffic vs. conversion gaps

If mobile generates 75% of your traffic but only 44% of sales, you’re likely losing revenue to poor mobile experience. The ideal ratio should be closer to 70/55 based on industry benchmarks.

Conversion rate disparities

Mobile conversion rates of 2% vs. desktop’s 3% represent the industry average according to eMarketer data. However, well-optimized mobile experiences can achieve conversion rates much closer to desktop parity.

Cart abandonment and user experience issues

67% of mobile users cite “pages and links being too small to click on” as a barrier to mobile shopping according to Dynamic Yield research. These UX issues directly impact conversion rates and revenue.

Core Web Vitals performance

Google’s Core Web Vitals reveal mobile performance issues that affect both user experience and search rankings:

• Largest Contentful Paint (LCP): Should be under 2.5 seconds
• First Input Delay (FID): Must be under 100 milliseconds
• Cumulative Layout Shift (CLS): Should score below 0.1

Checklist to optimize your mobile shopping experience

Converting mobile traffic requires addressing the unique constraints and opportunities of smartphone shopping.

Speed and performance

Compress images and implement lazy loading — Reduce image file sizes by 60-80% using WebP format and load images only as users scroll to improve Core Web Vitals scores.

Implement service worker caching — Cache key resources locally to reduce load times for returning visitors by up to 50%, particularly important for mobile users on slower networks.

UX and navigation

Design thumb-friendly buttons — Make tap targets at least 44px with adequate spacing to prevent accidental clicks, addressing the top mobile shopping barrier identified by users.

Add sticky add-to-cart bar — Keep the purchase button visible as users scroll through product details, a proven technique for increasing mobile conversion rates.

Simplify navigation menus — Use hamburger menus sparingly and prioritize search functionality over complex category trees that are difficult to navigate on small screens.

Checkout and payments

Enable autofill and wallet buttons — Support Apple Pay, Google Pay, and browser autofill to reduce form completion time and friction at the most critical conversion point.

Integrate BNPL options — Offer Klarna, Afterpay, or similar services at checkout to increase average order value and provide flexible payment options mobile users prefer.

Show progress indicators — Display checkout steps clearly to reduce abandonment anxiety and help users understand how much of the process remains.

Trust signals

Display security badges prominently — Show SSL certificates, payment security logos, and return policies above the fold to address the 42% of users concerned about mobile payment security.

Provide easy returns information — Make return policies accessible within two taps from any product page to build confidence in mobile purchases.

Post-purchase optimization

Send SMS shipping updates — Text notifications have significantly higher open rates than email and keep mobile customers engaged throughout the fulfillment process.

Offer in-app loyalty perks — Reward app users with exclusive discounts to encourage repeat mobile purchases and build long-term customer value.

Future outlook: what’s next for m-commerce share

Several emerging technologies will likely push mobile’s ecommerce share even higher over the next 3-5 years.

Voice-assisted buying and smart speakers

Voice commerce is beginning to handle routine replenishment orders, with smart speakers enabling hands-free shopping experiences that could further reduce desktop dependency.

5G enabling richer product experiences

Ultra-fast 5G networks will support AR try-on experiences, 360-degree product videos, and real-time virtual shopping assistance, making mobile experiences superior to desktop for product visualization.

Super-apps and embedded payments

WeChat-style super-apps combining messaging, social media, and commerce are expanding beyond Asia, potentially capturing even more consumer time and spending within mobile-first ecosystems.

Long-term projections

Industry analysts project mobile could reach 63% of global ecommerce sales by 2028 (projection based on current growth trends), with desktop maintaining relevance primarily for B2B and high-consideration purchases. However, these projections should be viewed cautiously as they depend on continued technology adoption and consumer behavior patterns.

Frequently asked questions

Why does the mobile share of ecommerce keep growing?

Mobile’s growth is driven by improved smartphone screens, faster networks, social commerce integration, and the convenience of app-based shopping with one-tap payments. The always-on nature of mobile devices also enables shopping at any time and location.

How is mobile commerce different from ecommerce?

Ecommerce is the broader term for all online buying and selling across devices. Mobile commerce (m-commerce) specifically refers to transactions conducted on smartphones and tablets, which now represent the majority of ecommerce activity globally.

Which industries see the highest mobile sales?

Fashion, beauty products, and food delivery see the highest mobile adoption rates. According to Backlinko research, clothing (67.1% of digital buyers), shoes (44%), and beauty products (43.1%) are the top mobile purchase categories.

Does mobile convert worse than desktop?

Yes, mobile conversion rates average 2% compared to 3% for desktop according to industry data. However, mobile generates 75% of traffic, and well-optimized mobile experiences can achieve conversion rates much closer to desktop parity.

How can I improve mobile checkout speed?

Enable mobile wallets (Apple Pay, Google Pay), implement autofill for forms, reduce checkout steps, and optimize page loading speed. These changes can significantly reduce mobile cart abandonment rates.

Are shoppers comfortable paying high-value orders on phones?

While mobile average order values ($112) are lower than desktop ($155), consumers are increasingly comfortable with mobile payments thanks to biometric authentication and improved security. High-value purchases still favor desktop for research but mobile for final purchase.

What role do mobile wallets play in m-commerce growth?

Mobile wallets are crucial, with 56% of consumers using digital payment methods in 2022. They eliminate the friction of entering payment details on small screens and provide enhanced security through biometric authentication.

How will 5G affect mobile shopping behavior?

5G will enable richer product experiences including AR try-ons, high-quality video content, and real-time virtual assistance, potentially making mobile shopping experiences superior to desktop for product visualization and interaction.

Sources and references

• Tidio Mobile Commerce Statistics — Mobile shopping behavior patterns, app vs. browser usage, and user experience barriers
• Statista Mobile Commerce Revenue — Global mobile commerce revenue data from 2017-2025
• eMarketer Mobile Commerce Insights — U.S. mobile commerce forecasts and consumer behavior data
• Dynamic Yield Mobile Commerce Benchmarks — Mobile traffic share and user experience research
• Venn Apps Mobile Commerce Statistics — App vs. browser transaction data showing 54% app preference for mobile commerce