According to OECD research, 19% of individuals purchasing online in the UK in 2012, followed closely by Denmark and Sweden, used their smartphones or other mobile devices to order products.
This surging trend has disrupted traditional distribution channels for some sectors, such as travel and holiday services–which account for almost 50% of online consumers–music, games, books and tickets for events. Food and grocery purchases online have also risen sharply in recent years.
Overall, however, consumers account for a small portion of e-commerce, with up to 90% of the value of online purchases coming from business-to-business transactions, among travel operators for instance. In 2009 security was cited as the main reason for not buying online for over one-third of internet users across the EU who had not made any purchases online. Privacy concerns were cited by 30% of internet users as the second reason.
©OECD Observer No 305 January 2016