In recent years, mobile shopping has been on the rise, with customers increasingly using their mobile devices for various online shopping activities. According to a March 2016 study regarding mobile shopping penetration worldwide, 46 percent of internet users in the Asia Pacific region and 28 percent of those in North America had purchased products via a mobile device, whether smartphone or tablet computer. As of the third quarter of 2017, desktop PCs still accounted for the majority of global e-retail orders but smartphones were the number one device in terms of retail website visits. During a 2017 survey, 11 percent of online shoppers stated that they shopped online via smartphone on a weekly basis.
The average online shopping and purchase intention rates among online shoppers also vary strongly by product category – a total of 53 percent of online shoppers had purchased books or music online in the past 12 months but only five percent of shoppers had bought artwork online. The average number of annual online transactions per capita is also not uniform – Asian shoppers made an average of 22.1 online transactions whereas shoppers in Latin America online made 9.2 e-retail purchases.
Amazon.com is one of the most popular and well-known example of an online shopping platform. Founded in 1995, the Seattle-based site started out as an online bookstore, but soon began expanding its product range towards other retail goods and consumer electronics. The online company consistently ranks among the top ten leading retailers worldwide – online and offline.