In a survey released by the founder of Shopify, Tobe Lutke, Facebook accounted for less than 5% of traffic to ecommerce sites on their personal computers, that number jumps to 7% when looking at mobile phones in the United States of America.
In comparison, search based traffic from Google represented 18% of traffic from computers, but just 12% on mobile phones. This data seems to show that computers are being used to search for more commodity-type goods, while social media and mobile are used for more spontaneous, discovery-based purchases.
This is not far-fetched in Nigeria as shopping on mobile browsers seems to be the most popular way to make purchases with 43% of Nigerian mobile shoppers stating a preference to shop using the phone's browser, compared to 34% who prefer to shop from an app (and 23% who have no preference), this is according to a report by Paypal.
This trend could be attributed to the number of hours spent on social media via mobile phones for leisurely activities as opposed to the time spent on the computer at work or at school attending to non-social functions.
Kaymu's Head of Social Media and Community Africa, Abiola Fabio stated "The rise in mobile shopping also brings about another fascinating trend, called 'shopping on the go'. In other words, shopping is no longer something people go and do anymore; it's something they are always doing".
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