Retailers Hate That You Buy Big Things on Your Laptop
People often prefer bigger screens and keyboards for pricier purchases—but merchants have more levers to pull on mobile
4 min
Shoppers want to make significant purchases on their laptops. Retailers really want them to do more on their phones.
Lately, the retailers are winning more often.
Mobile e-commerce has for years been hailed as the future of shopping . Online shops as well as airlines and hotels have upgraded and pushed apps or mobile-optimised websites as a way to get our attention—and access to our wallets. By using push notifications , mobile-only deals and other levers, vendors can tempt customers to make quick, unplanned purchases.
It’s finally working, as this past holiday season was the first time mobile-revenue share surpassed desktop, reaching 61% on Christmas Day, according to data from Adobe .
But that increase masks what shoppers say they want, particularly when it comes to large purchases. They often call these “big-screen purchases”—shopping done on computers. You might not like a retailer’s app or mobile website. You might prefer a web browser with extensions that track coupons or price changes. You might just want a second window open to check a calendar or a map.
And the laptop’s extra friction makes shoppers more careful: Many people say they have moved too fast on a phone, accidentally buying the wrong plane tickets.
As more companies amp up their mobile offerings to lure more shoppers away from their laptops, it’s good to be aware of the differences, especially if it could mean saving money.
Highflying purchase
Amanda Natividad, a 38-year-old vice president at a Los Angeles marketing startup, says she always opens her laptop before making a purchase.
She uses browser extensions to search for coupons and maximise credit-card benefits. It’s also easier for her to fill in her credit-card information with her computer in front of her and her password manager on hand, she says. And she can more easily double-check her calendar when booking flights.
“It’s just an old ingrained behaviour,” Natividad says. “It’s a flight, better use my computer for this.”
Many people tend to be on their phones while they’re distracted or in transit, but they use their computers when they’re at home or in the office, making it easier to focus, says Tim Calkins, a professor of marketing at Northwestern’s Kellogg School of Management.
“If you’re thinking about taking a vacation, early on you might be browsing through lots of different options and thinking generally about all the wonderful places you can go,” he says. “It is a very different mindset when you’re ready to spend thousands of dollars on booking the actual trip.”
Chasing convenience
Sarah Baicker, a 39-year-old content-marketing and communications manager in Washington Crossing, Pa., feels comfortable using her phone for almost every task or purchase, especially now that she’s chasing around a 2-year-old daughter. She booked a flight on the JetBlue app on New Year’s Day when she realised some credits were expiring.
“Sometimes it’s more annoying to make a purchase on a phone—that doesn’t bother me,” Baicker says. “I’m not bothered by a little bit of extra work for the sake of the convenience of not having to track down a secondary piece of technology.”
Companies have worked to make mobile purchases even easier. Services such as Apple Pay, Google Pay or Shop Pay automatically add in our billing and shipping information to our orders. If we’re shopping in an app, we’re usually already logged in and don’t have to dig up our credentials. (These are also available on laptop browsers, but they function smoothly within many mobile apps and shopping websites.)
Mobile shopping also scratches an itch for consumers who are scrolling their social-media feeds, with endless posts and stories shilling products to buy. When it comes to impulse shopping, 48% of people are likely to do so on a phone, compared with 19% on a laptop and 10% on a desktop, according to Slickdeals, a website that tracks sales and coupons.
The convenience factor seems to be working for many companies. In 2023, people shopped for flights on the United Airlines app 123 million times, a 23% increase from the year before, says a United spokeswoman. On Airbnb , 54% of total nights booked last quarter were done on the app, up from 49% booked during the same period a year ago, the company reported in its most recent quarterly earnings.
HotelTonight, which is owned by Airbnb, has long been a mobile-first company, with more than 90% of bookings happening on the app, and with some deals only available on mobile, says Ron Sandel, general manager of HotelTonight.
“At the end of the day, we’re a last-minute booking app. If you’re booking on the go—like so many of our users often are—you’re not pulling your laptop out to do that,” Sandel says.
A wider view
Though mobile shopping is becoming more popular, it still can’t make up for a bigger screen.
Logan Medeiros, a 23-year-old lifestyle and beauty content creator in Montreal, always pulls up her laptop to make a large purchase—such as her latest trip to Vancouver, Canada. The bigger screen makes it easier to open multiple tabs to compare hotels and flights.
That extra display real estate also prompts her to use her laptop for other purchases, such as buying clothes.
And more-mindful shoppers use their laptops to prevent impulse buys.
Alexander Lewis, a 31-year-old ghostwriter for tech companies and executives in Austin, Texas, set rules for himself to follow before buying anything online, such as mostly purchasing on a laptop and waiting at least a day before making the final call.
He says when he gets back to his cart, he often wonders whether he actually wants to read a book or own an article of clothing he saved.
“Having the internet always around us is an easy way to mindlessly spend our attention and also spend our money,” Lewis says.
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The ASX 200 rose 1.28 per cent in the week ending 30 October as miners rallied, consumer stocks fell and rate-rise expectations climbed
6 min
The Australian sharemarket rose during four of five sessions in the week ending 30 October, but the headline gain concealed a sharp divide between recovering miners, rate-sensitive property stocks and retailers hit by inflation and weaker trading updates.
The Australian sharemarket finished October with a positive week, although the route higher was anything but uniform.
The S&P/ASX 200 closed Friday 30 October at 8,908.1, gaining 112.9 points, or 1.28 per cent, from the previous Friday’s close of 8,795.2.
The All Ordinaries advanced 1.34 per cent to 9,025, while the more concentrated S&P/ASX 20 gained 1.11 per cent.
The benchmark rose during four of the week’s five sessions. It added 0.17 per cent on Monday and 0.46 per cent on Tuesday, before slipping 0.03 per cent on Wednesday. It recovered 0.50 per cent on Thursday and gained another 0.18 per cent on Friday.
The index briefly reached 8,933.3 but again failed to establish itself above the psychologically important 9,000-point mark.
The week’s central tension was between a resources recovery and a less forgiving domestic interest-rate outlook.
Materials gained 4.06 per cent, reclaiming part of the previous week’s heavy fall. Australian real estate investment trusts rose 3.77 per cent, financials gained 1.05 per cent and energy advanced 1.39 per cent.
At the other end of the market, consumer staples fell 5.13 per cent and consumer discretionary shares lost 2.35 per cent. Utilities declined 0.73 per cent and communication services eased 0.68 per cent.
Inflation changes the conversation
Australia’s September inflation data was the week’s pivotal domestic release.
Annual inflation of 4.3 per cent pushed market pricing towards another possible Reserve Bank increase and disrupted Wednesday’s early sharemarket rally.
By Thursday’s close, one widely followed market measure placed the probability of an increase in the cash rate to 4.85 per cent at approximately 80 per cent.
That pricing does not make an increase certain. It does, however, change the framework through which investors assess Australian businesses.
Companies dependent on discretionary household spending face renewed pressure on sales and margins. Property trusts, banks, developers and highly leveraged companies must be considered against the prospect of higher funding costs.
Banks present a more complicated equation. Higher rates can support margins, but they may also slow credit growth and increase arrears.
Miners recover
BHP gained 4.56 per cent across the week to close at $57.56, making a substantial contribution to the benchmark’s rise.
The recovery followed an 8.3 per cent fall during the previous week and helped lift the broader materials sector.
Northern Star Resources added 4.59 per cent, while Goodman Group advanced 6.85 per cent to become the strongest performer in the ASX 20.
The commodities picture was mixed. Gold fell approximately 3.12 per cent on the cited weekly measure, while Brent crude added around 0.68 per cent.
The Australian dollar was little changed at approximately US70.35 cents at the reference point.
Supermarkets and consumer shares retreat
The consumer-staples story was markedly weaker.
Coles fell 11.77 per cent after its first-quarter update, making it one of the largest significant-company declines of the week.
Woolworths lost 3.66 per cent and Wesfarmers fell 4.48 per cent to $76.69 as investors processed company trading commentary against the prospect of another squeeze on household demand.
The moves illustrate how quickly expectations can change when an apparently defensive company disappoints.
Supermarkets still benefit from the recurring need for groceries, but customers can trade down, shift between chains and reduce spending on higher-margin discretionary lines.
Wesfarmers carries exposure to several consumer categories through businesses including Bunnings, Kmart and Officeworks. A renewed rate increase would place more pressure on households already confronting higher prices.
The wider market’s biggest movements
Among companies outside the ASX 20, Mesoblast surged 27.32 per cent, SiteMinder gained 22.74 per cent and Zip rose 22.60 per cent.
The sharpest weekly falls included 4DMedical, down 33.51 per cent; Tuas, down 29.95 per cent; Catalyst Metals, down 17.47 per cent; and Champion Iron, down 13.35 per cent.
Those percentages require context.
The movements in BHP, Commonwealth Bank and other very large companies had substantially more influence on the index than similarly dramatic changes among smaller companies.
A 20 per cent move in a relatively small stock may attract more attention than a two per cent rise in a major bank, but the bank can have the greater effect on the market.
How the ASX 20 moved
The following list uses the S&P/ASX 20 constituents and five-session movements reported at the 30 October close.
Where the component feed did not publish a valid five-day comparison, no figure has been estimated.
BHP Group: Up 4.56 per cent
Commonwealth Bank: Up 1.66 per cent
Rio Tinto: Down 2.20 per cent
National Australia Bank: Up 0.48 per cent
Westpac: Up 0.08 per cent
ANZ Group: Up 1.92 per cent
CSL: Up 2.05 per cent
Macquarie Group: Up 2.19 per cent
Wesfarmers: Down 4.48 per cent
Woodside Energy: Up 1.43 per cent
Goodman Group: Up 6.85 per cent
Telstra: Five-day comparison unavailable from the cited component feed
Woolworths: Down 3.66 per cent
Fortescue: Five-day comparison unavailable from the cited component feed
Transurban: Down 2.40 per cent
QBE Insurance: Down 1.21 per cent
Aristocrat Leisure: Up 0.63 per cent
Northern Star Resources: Up 4.59 per cent
Sigma Healthcare: Down 0.36 per cent
Brambles: Down 1.20 per cent
The companies dominating the conversation
Coles was the week’s standout media-facing company for the wrong reason.
Its trading update produced an outsized repricing and drew attention across the grocery and retail sectors. Woolworths and Wesfarmers were also scrutinised as investors considered how stubborn inflation and another possible rate rise could affect sales volumes.
Bank of Queensland offered a more positive corporate signal.
The bank reported that its FY26 net interest margin had risen six basis points to 1.70 per cent, ahead of the 1.68 per cent expected by the market according to contemporaneous reporting.
Bank of Queensland shares rose 5.8 per cent on Thursday, while the major banks also rallied.
Endeavour Group finished Friday at $3.39, up 4.31 per cent on the day, and released the results of its annual general meeting.
The movement was notable during a week in which investors were highly sensitive to consumer-facing companies. The AGM result should not, however, be presented as the sole cause of the share-price increase without further supporting company guidance.
Mesoblast’s 23.4 per cent Thursday rise and 27.32 per cent weekly gain returned the biotechnology company to the centre of market attention.
For editors, it is important to separate the size of that percentage movement from its influence on the index. Mesoblast was an eye-catching performer, but it did not drive the ASX 200 in the way BHP or Commonwealth Bank did.
Qantas remained part of the broader market conversation as investors watched travel demand and company updates.
However, the primary-source review did not locate a fresh Qantas announcement that justified attributing a major weekly market movement to new company information. The airline should therefore remain on the monitoring list rather than being forced into the week’s causal narrative.
Is Australia’s IPO market reopening?
The official ASX new-listings pipeline remains active but selective.
ASX’s upcoming-floats page included formal applications with offer timetables extending through October and at least one anticipated listing on 30 November.
The exchange notes that its page covers companies for which a formal listing application has been received. It does not represent every company privately exploring a float.
The wider debate concerns whether Australia’s public market is sufficiently competitive when high-growth businesses can pursue capital in the United States or remain privately funded for longer.
ASX has previously raised possible reforms designed to improve the attractiveness of the local market. These include debate about reducing minimum free-float requirements and streamlining aspects of the admissions process.
An enhanced fast-track pathway for qualifying applicants can shorten the review process, reducing the execution risk created when market conditions change during a long IPO timetable.
That does not remove the more fundamental challenge.
New floats still require credible earnings or a convincing growth pathway, sensible pricing and enough genuine free float to support trading after listing.
Investors can already obtain diversified exposure through low-cost exchange-traded funds or buy established, liquid businesses. A float must therefore offer more than novelty.
The current pipeline suggests that the IPO window is open, but it is not indiscriminate.
What investors will watch next
The Reserve Bank’s next decision now sits at the centre of the domestic outlook.
Any change in cash-rate expectations will flow rapidly through banks, retailers, property trusts, listed developers and companies carrying substantial debt.
Investors will also watch whether the materials recovery can continue, whether BHP can hold its rebound and whether consumer companies provide further evidence of slowing demand.
Overseas, technology-sector volatility, commodity prices and the United States interest-rate outlook will continue to shape Australian trading.
The week’s 1.28 per cent headline gain was encouraging, but it was not a broad declaration of confidence.
It was a rotation towards miners, selected financials and property securities—and away from consumer businesses facing a more difficult inflation and interest-rate equation.
Market dashboard
S&P/ASX 200: 8,908.1, up 1.28 per cent for the week
All Ordinaries: 9,025, up 1.34 per cent
S&P/ASX 20: 5,214.7, up 1.11 per cent over five sessions
Best sector: Materials, up 4.06 per cent
Next-best sector: A-REITs, up 3.77 per cent
Weakest sector: Consumer staples, down 5.13 per cent
Major large-cap winner: Goodman Group, up 6.85 per cent
Major large-cap loser: Coles, down 11.77 per cent
AUD/USD: Approximately US70.35 cents at the weekly reference point
Gold: Approximately US$3,885 an ounce, down 3.12 per cent on the cited weekly measure
Brent crude: Approximately US$117.70 a barrel, up 0.68 per cent on the cited weekly measure
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