Apple Maintains Supremacy in Growing Mobile E-Commerce Market

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When it comes to online shopping via mobile devices, Apple (NASDAQ:AAPL) users take the cake. According to a recent report from e-commerce analytics platform Custora, Apple’s iOS continues to account for the majority of orders in a mobile e-commerce market that is bigger than ever.

Apple had the largest share of e-commerce orders on both smartphones and tablets. Apple’s iPhone accounted for 53.6 percent of all e-commerce orders placed from smartphones, while the iPad accounted for nearly 80 percent of all e-commerce orders placed from tablets. Samsung (SSNLF.PK) was the closest competitor to Apple in both categories, with a 30.5 percent share of all e-commerce orders placed from smartphones and a 12.4 percent share of all e-commerce orders placed from tablets. Amazon’s (NASDAQ:AMZN) Kindle Fire was a distant third in the tablet segment with a 4.1 percent share.

Although Apple kept its mobile e-commerce crown in the March quarter, Custora noted that the Cupertino-based company has lost significant market share in the smartphone segment since the rise of Samsung as a major smartphone competitor. In 2012, Apple’s iPhone accounted for 75.1 percent of the e-commerce orders placed from mobile phones, compared to the 53.6 percent share it held last quarter. Meanwhile, Samsung’s share of smartphone orders has grown from 6.9 percent in 2012, to 30.5 percent last quarter. However, Samsung has been unable to make similarly dramatic gains in the tablet segment, where it has only grown from 1.9 percent in 2012, to 15.3 percent last quarter.

Consumers are increasingly turning to their mobile devices when they want to do some online shopping. As noted by Custora, more than a third of visits to online stores now come from mobile devices. The number of online store visits from mobile devices has seen steady growth over the past four years, going from a 3.4 percent share in 2010, to a 36.9 percent share in the first quarter of 2014. Smartphones accounted for 24.5 percent of online store visits from mobile devices in the March quarter, while tablets accounted for 12.4 percent of the visits. Meanwhile, the number of online store visits from desktop computers continues to shrink, although it still accounted for 63.1 percent of the total number of online store visits in the March quarter.

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