By: Tony Garcia
According to data provided by customer relationship management company Salesforce.com Inc. CRM, +0.43% 60% of all e-commerce traffic is on mobile devices. Moreover, 71% of shoppers use mobile devices in-store to read reviews, make purchases and other behaviors. “Mobile has done more than simply disrupt digital sales – it has changed in-store behavior,” the Salesforce report says. Salesforce collected data from shoppers around the globe, including a survey of 6,000 people in six countries, as well as mystery shopping visits to more than 70 stores for its most recent report. The Shopper-First Retailing report was completed with Publicis.Sapient, the digital hub of Publicis Groupe. Despite the accelerating move to digital, 46% of shoppers still prefer to make a purchase in a physical store while 35% prefer laptops and 18% favor a smartphone. “Phones have become the cradle of convenience for shoppers, eliminating friction and enabling shopping to happen anywhere,” the report said. Salesforce shares have gained more than 51% for 2018 to date, outpacing the S&P 500 index SPX, +0.04% which is up 8% for the period.