> **来源：[研报客](https://pc.yanbaoke.cn)** # Summary of *The Growing Influence of Mobile Discovery on Ecommerce Revenue* ## Core Content This report explores the impact of mobile discovery on ecommerce revenue, emphasizing that mobile is not just a traffic channel but a significant driver of cross-channel sales. It analyzes 1.2 billion customer journeys to uncover how mobile influences consumer behavior and highlights the role of AI in improving product discovery. ## Main Findings - **Mobile Traffic Growth**: Mobile web traffic has surpassed desktop and laptop usage, with smartphone penetration in Europe at over 70%. Mobile accounts for double the traffic of computer as of the end of 2017. - **Mobile Halo Effect**: Mobile activity directly influences **19%** of computer revenue on average, with some sub-verticals (like fashion) seeing up to **24%**. The halo effect has grown by **93%** since 2016. - **Consumer Preferences**: Consumers prioritize **faster and easier browsing** (47%) and **easier discovery of products** (44%). The US has the highest individual response to easier discovery, at **56%**. - **Mobile Conversion Challenges**: Despite high traffic, mobile conversion remains low. The **leaky funnel** on mobile is particularly evident, with only **13%** of users proceeding to the "Select" phase (adding to basket or checking out). - **Catalog Size and Discovery**: Larger catalogs correlate with higher revenue, but only if they are **explorable**. In **65%** of cases, larger catalogs do not translate into better discovery, leading to a truncated long tail and reduced revenue. - **AI-Powered Discovery**: AI-driven personalization, such as Qubit Aura, significantly improves product discovery, increasing it by **2.25x** and making users **80% more likely to buy**. - **Case Studies**: - **Diane Von Furstenberg (DVF)**: Mobile accounts for over 50% of traffic but less than 50% of revenue. Qubit Aura has led to a **4x increase in mobile conversion**. - **ColourPop**: A cosmetics brand that leverages social media for discovery. Qubit Aura helps users find products more easily, with **31% of visitors** interacting with the Aura layer, leading to a **4.2% revenue increase**. - **Mothercare**: With a vast product catalog, effective discovery is crucial. Aura helps surface relevant products quickly, contributing to **$1.6m in attributed revenue per month**. ## Key Insights - **Mobile is a major driver of cross-channel revenue**, not just a standalone platform. - **Product discovery is the critical bottleneck** for mobile conversion, not the checkout process. - **Personalization is essential** for improving the mobile shopping experience and driving sales. - **AI and machine learning** are now making personalized discovery accessible to all brands, not just those with massive data resources. ## Recommendations - Retailers should **invest in intelligent product discovery** to enhance user experience and increase conversion. - **Personalization platforms** like Qubit Aura can significantly improve discovery and revenue. - **Cross-channel optimization** is necessary to leverage the full potential of mobile traffic. ## Conclusion Mobile is becoming the **main battleground for retail**, with a growing influence on both direct and cross-channel sales. The report argues that improving product discovery on mobile is key to unlocking its full revenue potential, and AI-driven solutions are the way forward. ## About Qubit Qubit is a leader in **personalization at scale**, used by top brands in **ecommerce, beauty, luxury fashion, and travel**. Their platform, Qubit Aura, is designed to help retailers enhance product discovery and improve conversion rates through intelligent personalization.