More than a third of visits to online stores now come from phones and tablets.

The iPhone accounts for 54% of orders made by mobile phone, the iPad for 80% of tablet orders.

By Philip Elmer-DeWitt
July 15, 2014

In the past four years, mobile shopping in the U.S. has grown 19-fold, according to a report issued Monday by Custora, an e-commerce platform that works with retailers from Ann Taylor to Etsy.

Among its findings:

  • Mobile e-commerce in the U.S. is a $40 billion market, up from $2 billion in 2010. More than a third of visits to online stores now come from mobile devices, up from 3% in 2010.
  • E-mail marketing does “surprisingly well” driving purchases on phones and tablets; social media not so much.
  • The iPhone accounts for 53.6% of orders made by phone. The Pad accounts 79.9% of tablet orders, but Samsung and Amazon AMZN are gaining with 12% and 4%, respectively.
  • Mobile phone purchases tend to be small-ticket items. Most shoppers wait until they get to a tablet or computer to buy the expensive stuff.

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Custora says it based its findings on U.S. e-commerce data from more than 100 retailers, 70 million customers and $10 billion in transactional revenue. The data are available for download here.

Below: Custora’s mobile phone and tablet charts.

Click to enlarge.
Click to enlarge.

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LINK: Mobile E-Commerce Hits All-Time High

Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple AAPL coverage at fortune.com/ped or subscribe (free!) via his RSS feed.

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