Sales & Marketing – A basket's progress

Graham Ede highlights the twists and turns of the modern customer journey

The Office of National Statistics (ONS) reports that in December 2016 online sales for all retail sectors increased 21.3% year-on-year and accounted for 15% of overall retail sales.

Combine this figure with the fact that over 30% of e-commerce traffic is on a mobile device (split up as 30% on tablets while 70% is on smartphones) and it would be understandable to presume that retailing is mainly moving to digital channels.