Mobile shopping accounted for 28 per cent of online holiday orders across the UK, US, France and Germany in 2016, with the UK leading the m-commerce market, according to a new report from CJ Affiliate.

The report found that the UK accounted for 44 per cent of all online orders that came via mobile, compared to 32 per cent in the US, 26 per cent in France and 16 per cent in Germany, demonstrating that many users in continental Europe still prefer to shop whilst sat in front of a computer.

As a result of the growth in mobile commerce, tablet orders are on the decline in the US and across Europe. In France, tablet orders were down 40 per cent, the US and Germany by more than a quarter (26 per cent) and the UK by 19 per cent.

Jules Bazley, regional vice president in Europe for CJ Affiliate, commented: “The report shows that smartphone sales are rising as tablet spend drops; smartphone screens and resolutions are getting larger, and with mobile data more common in smartphones than tablets, they’re just easier to use for online shopping.

“Retailers put substantial resource and planning into the Christmas peak, but with the continued shift towards mobile shopping, brands need to continuously evaluate their marketing priorities.

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