In November and December, the number of online transactions increased by 37 percent, and overall sales jumped by 25 percent. But the average ticket size declined by 9 percent, according to Chase Paymentech, which analyzes information across the top 50 e-commerce retailers.

As it turns out, more consumers are turning to e-commerce for more of their everyday spending, rather than reserving online purchases for big-ticket items.

Here are Chase’s three reasons for the decline:

• More consumers are purchasing digital media, which has a lower price point than most physical goods — MP3s cost less than CDs, e-books cost less than paperbacks, and apps cost less than game cartridges.
• Prices for popular electronics, such as tablets, e-readers and TVs, are falling.
• More retailers are offering free shipping, which eliminates the incentive to fill carts to reach a free-shipping threshold.

EBay, which is the first major e-commerce provider to report Q4 results, confirmed it was also seeing the trend. The company’s payments division, PayPal, reported smaller transactions during the fourth quarter across the merchants it serves.

John Donahoe, eBay’s CEO, explained in an interview that the biggest driver of that trend was eBay’s acquisition of Zong, a mobile payments provider that powers the sale of digital goods. In addition, Donahoe said retailers, including eBay, heavily discounted products in order to drive more purchases this holiday.

Amazon, which is the leading e-commerce provider, also said that it is selling a lot of low-priced digital goods, ranging from e-books to MP3s.

Historically, the company has said that Christmas is the largest day of digital sales on Amazon.com, followed by Dec. 26. In 2010, from Christmas Eve through Dec. 30, Amazon customers purchased three times more digital content — including Kindle books, magazines, movies, TV shows, music and digital games — compared to the weekly average for the year.

Despite transactions declining overall, Chase identified two exceptions: Apparel and footwear rose 6 percent; toys rose 10 percent year over year.

(Amazon photo courtesy of thisisbossi)

VeriFone CEO Douglas Bergeron told Bloomberg that his company anticipates acquiring one company a year at roughly $500 million to $700 million, along with several smaller transactions. In all, its purchases could add up to as much as $1 billion annually.

The San Jose, Calif.-based company is eyeing emerging markets. such as Turkey and Brazil, and is seeing investment opportunities by teaming up with Google and other players. Google Wallet enables Android phone users to link their bank accounts to their phones and use them to pay for items in a store, using near field communications.

The move to mobile payments may still be in its infancy, but as a major maker of credit card terminals, VeriFone must consider new entrants — such as Google –very disruptive. Earlier today, I wrote about how Apple products are becoming fairly mainstream at retail locations, and may increasingly reduce the need for registers.

In March, VeriFone lashed out against Square, the San Francisco start-up that has been getting a lot of press for offering a mobile-phone-based payments solution to small merchants. VeriFone claimed that the devices Square was handing out to anyone looking to accept credit card payments were not secure, but many considered the attack a sign of VeriFone’s insecurity in the market.

Since then, Square has started adding an additional level of encryption, and VeriFone has unveiled its own copycat product, which will allow retailers to use an iPad or Android tablet for in-store checkout. It also has other handheld devices for sale, along with iPhone-based swiping solutions.

VeriFone did not provide any hints as to what it may be interested in acquiring. However, Bloomberg suggested that VeriFone could be looking into adding distribution in Asia through an acquisition of a major terminal maker. Likewise, it could also be interested in a payment processor in countries where credit card penetration remains low but is growing. A payment processor would get VeriFone closer to merchants in those markets, and could enable it to offer additional services, such as coupons, daily deals and other loyalty programs.

Google unveiled a mobile wallet and deals program that will allow users to tap their Android phone at the register to pay using near field communication (NFC) technology.

At the press conference today, it also said it has built a deal network, much like Groupon, that offers consumers discounts and loyalty programs for local retailers and merchants.

(It was only a tiny bit deflating later in the day when PayPal sued Google and its top two payment execs).

Rewind to earlier this week when Square, the company founded by Twitter creator Jack Dorsey, also announced its mobile payment plans.

On Monday, Dorsey showed Square’s way of replacing wallets without using NFC.

Instead of NFC, users order and pay with an iPhone application, where their credit card information is stored. At checkout, they give their name to the cashier, who will need to use an iPad as a register in order to complete the transaction.

Square also envisions building a local deals network.

Both systems are headed into trials at various locations around the country. Google will be expanding nationwide by summer.

For an industry that seemed so far out in the future just a few days ago, that’s a lot of promises being made in just one week.

Both Google’s Eric Schmidt and Dorsey will be making appearances next week at our D: All Things Digital conference to make the case.

In the meantime, which player–Google or Square–is the likely winner?

Put bluntly, neither system is good enough right now.

Even though it seems certain that as a society we will increasingly move away from cash as a primary method of payment, it will take plenty of experiments–and future iterations–to get it right.

Both Google and Square are plagued with the same problem: Making bets on technology and partners that limit the addressable market.

In doing so, neither is able to a cast a big enough net to have a truly disruptive service.

For instance, Google’s solution works only on NFC-enabled Android smartphones running on the Sprint network (Sprint has only one NFC-enabled phone).

Square is on the opposite end of the hardware spectrum.

Its system requires a consumer to have an iPhone and a merchant to have an iPad. It said Android applications are coming soon.

They’ve also both made alliances on the processing side of the business. Google has partnered with MasterCard, while Square has received an investment from MasterCard’s arch rival, Visa.

Of course, this is the very first inning, and the game is not being played by just two teams, so anything is possible. Many others are jumping in, or planning to, and that will make things even murkier.

Going forward, Google may have the scale and determination to make some of those changes that can bring it to the masses, but it’s unclear what its plans are for non-Android devices. It says it is building an open platform, but how open?

In the meantime, Square’s approach appears to be winning over the hearts of the small- and medium-size businesses that don’t have the capacity to adopt complex point of sales machinery. It also has the ability to be platform agnostic since it does not have a stake in who wins the mobile operating system battle.

Maybe for now, the big winner is the customer, who has plenty of choices to pick from.

Margo Georgiadis (pictured here), VP of Global Sales Operations at Google, will be COO of Groupon, Google confirmed.

She is currently located in Chicago, where the social buying site is headquartered.

A Google spokesman confirmed the move by Georgiadis, while Groupon–which specifically denied a query about her appointment that BoomTown made Tuesday–dithered.

In a statement, her boss, SVP and Chief Business Officer Nikesh Arora said:

“I’m grateful for all that Margo has done for our team over the past two years. We will miss her, but we’re also very excited that she’s joining a terrific company and a great partner for Google.”

Besides COO, I will officially bestow the title of “Chief Cat Wrangler” on Georgiadis, for the massive organizational job ahead for her at the notoriously chaotic start-up. (As evidenced by Google being the company confirming a major Groupon hire.)

Still, Groupon’s growth had been stunning. It now has thousands of employees and has already washed out one COO, former Yahoo exec Rob Solomon, whose departure was reported here.

It has also turned down a $6 billion acquisition offer from Google, raised a badillion dollars in venture funding from tech’s top investors and also is prepping an IPO valuing the company at upwards of $15 billion.

Phew!

Georgiadis must bring calm to this perfect storm.

Because of her solid resume (see below) and quiet demeanor, I had included her in a list of candidates several weeks ago and had queried the social buying company about her specifically this week.

In fact, when I asked for a comment if Georgiadis was hired on Tuesday, a Groupon spokeswoman said: “This would be news to me. Nothing to announce yet.”

At the time, Google had the class to simply say “no comment.”

(Lesson learned!)

Crain’s Chicago Business’ John Pletz first posted on Georgiadis’ hiring earlier today.

In any case, Georgiadis is just the kind of candidate that Groupon has been looking for–a competent and experienced sales and operations exec who would not overshadow its quirky CEO and co-founder Andrew Mason.

As I wrote two weeks ago:

Lastly, and perhaps most important, the Groupon COO candidate is going to have to accept that the role will not be a CEO-in-waiting, either before or after its inevitable IPO in the next year.

While I have received several tips that co-founder and CEO Andrew Mason might not stay its principal exec, extensive checking with sources inside and outside the company indicate that such a move is highly unlikely.

“Andrew is beloved to the board, by investors and, most of all, by employees,” said one source. “He’s not going anywhere.”

Indeed, Mason has a close working relationship with co-founder Brad Keywell, as well as Groupon co-founder and Chairman Eric Lefkofsky.

In fact, despite other business interests, Lefkofsky has been very involved in all key decisions with Mason.

That job, presumably, would fall to the new COO, which Groupon should be hiring sooner rather than later.

“Groupon needs a world-class COO, who can manage hyper-growth, but also who knows that a No. 2 stays in the background while doing it,” said another source. “That’s a tall order.”

Groupon has looked at a number of top execs, most specificially at former DoubleClick and Google exec David Rosenblatt. Sources said the high-profile exec did not want to play second fiddle to Mason or move to Chicago.

That’s moot now. Here is Georgiadis’ bio at the Silicon Valley search giant, which shows why Groupon picked her:

Georgiadis is responsible for driving Google’s sales operations and strategies across regions, channels and products as well as leading the sales technology teams which enable the successful commercialization of Google’s products (e.g., AdWords, AdSense, display and mobile ads) with advertisers and publishers.

She also leads the company’s local and commerce businesses, working to extend services like Checkout, Google Places and commerce search to small and large businesses alike.

Before joining Google, Margo was a principal in Synetro Capital LLC, a private investment firm based in Chicago. She also spent five years as the executive vice president of card products and chief marketing officer of Discover Financial Services where she led a radical turnaround of business performance and revitalized its rewards leadership with award-winning new products, customer experience and marketing. Prior to Discover, Margo was a partner at McKinsey and Company for 15 years in London and Chicago. She was a leader in the firm’s marketing and retail practices, and also co-founded and led the customer acquisition and management and retail marketing practices.

She has a bachelor’s degree in economics from Harvard College and an MBA from Harvard Business School.

Late yesterday, the company said its app store was now going to support carrier billing on AT&T, its second such deal in the U.S. outside of T-Mobile USA. Earlier this month, it rolled out a series of updates to its user interface that not only make it easier for users to navigate, but also for developers to monetize their applications.

Hopefully, the moves are only the beginning.

Despite Android’s meteoric rise to activating 300,000 handsets a day, the application market is far from matching the capabilities of Apple’s App Store. The biggest difference is that Apple’s iPhone has a built-in monetization platform via iTunes, whereas Android has been mostly limited to its own checkout payment platform and credit cards.

The downside to this is that paid applications are only available in a fraction of the countries where Android is sold. And there’s no official way to make in-app payments, so developers who want to give their apps away for free and then charge for items within, for instance, a game are out of luck. The lack of payment options have resulted in fewer high-quality apps, and fewer high-quality games.

If Google wants to be a worthy competitor to Apple, now is the time for the company to create a healthy and active ecosystem for Android applications.

We’ve heard it’s simply a matter of resources and priorities, but how much longer can this wait?

On monetization: There’s no excuse for Google to support only its own checkout platform and two U.S. carriers. Not long ago, there were rumors brewing of a partnership with PayPal, but now that seems to have stalled. Making payments as seamless as possible is a no-brainer.

In the meantime, there are plenty of options it could investigate, such as Amazon Payments, or Zong or Boku, which could integrate carrier billing on behalf of Google.

A number of the third-party players have already worked around Google to create in-app purchasing platforms. In yesterday’s announcement, Google promised to continue to partner with more carriers in the future, but with only two such partnerships after more than a year, the pace is not optimistic.

On organization: A number of new features announced on Dec. 10 will also help developers monetize, by simply making a better organized app store.

It’s added new categories for widgets and live wallpapers. It has also created a “related content” section on each app page that details applications of similar interest to help with promotion.

However, one of the biggest updates is a change in policy from a 24-hour refund window to only 15 minutes. Previously, consumers would buy a game, play it for a few hours hours and then return it. The 15-minute window gives users enough time to decide whether an app is worth it, but not enough time to get sick of it.

In addition, the Market just looks nicer. Better graphics and a more logical layout.

Perhaps, Google’s New Year’s resolution will include more Android Market updates.

TrialPay is bringing the concept of enticing shoppers with the latest tabloid magazine, a pack of gum or a Snickers bar from the line at the grocery store to the online checkout world.

However, there’s a twist: If you bite, you’ll also get a discount on your original purchase.

Up until now, the Mountain View, Calif.-based company’s offers were most likely seen by people playing Facebook games.

Through a fairly exclusive partnership with Facebook Credits, TrialPay can offer a virtual good for free if a player considers buying another deal, like a cup of Starbucks coffee or a Chipotle Mexican Grill burrito.

TrialPay’s founder and CEO Alex Rampell explains that Starbucks or Chipotle pays TrialPay for the sales lead, and TrialPay pays FarmVille. Rampell said it’s a system consumers are comfortable with, because they are often buying physical goods, rather than intangible goods.

TrialPay’s new service, which is coming out of a long beta today, is bringing these alternate payment options to the online shopping cart. The goal is to convert more sales before they are abandoned at the point of sale.

One of its guinea pigs was MediaMall Technologies, which sells online streaming TV subscription packages. It offered customers a $15 discount on its PlayOn Premium software (normally $40) in return for signing up for a particular offer.

One such offer required users to also sign up for a GameFly subscription, which sends videogame rentals to your door, or a RealPlayer SuperPass.

Rampell said MediaMall immediately saw a 10 percent increase in revenue and a dramatic increase in average order value. The increase in average order value was due to the fact that it received a bonus commission based on every in-cart offer completion.

TrialPay is calling it a hosted shopping cart because it also handles the various payment systems, including PayPal and credit cart providers, on behalf of the retailer.

Palm-CEO-turned-HP-exec Jon Rubinstein and Qualcomm CEO Paul Jacobs faced off with Kara Swisher of All Things Digital at a Churchill Club event last night in an entertaining discussion on the future of mobile tech.

If you missed the live video feed of the event, check back with us–we’re working to repost the video. For those who want to read text, here is my liveblog of the event.

6:48 pm PT: We’re just finishing dinner. It was a chicken in some sort of puff pastry. Nothing is happening onstage, as if that wasn’t clear by the fact I am describing the meal. I think they will get started around 7:15 or so.

7:10 pm: Just about ready to go, with intros going on now. (And I just stole Kara’s seat at the head table.)

Kara: They’re both guys. Paul is taller and they work in tech.

7:14 pm: The plan is to talk about the future, but the event begins with a trip down memory lane as Jacobs holds up the Qualcomm PDQ–arguably the first smartphone combining a cellphone and Palm Pilot. For those who don’t remember, it it was bigger than a Palm Pilot and a huge phone strapped together.

7:20 pm: Digital device history continues. We’ve traced the last decade in digital devices, from the iPod through the Treo and iPhone. Don’t forget ringtones and cellphone bowling, Jacobs reminds us, referring to the Brew operating environment that Qualcomm developed.

The iPhone changed everything, Jacobs says, because it showed that the phone makers just weren’t putting enough work into the phone’s user interface.

7:28 pm: Talk is shifting to where we are today. What are the key things that are shifting? User interfaces, touch, etc. “The other things we are seeing is all of our lives are moving into the cloud,” Rubinstein says. On the limitation side, Jacobs points to the limitations of bandwidth: “We don’t have enough spectrum right now,” Jacobs says, adding that the industry and government are working on it. ‘We are just going to have to be more creative about how we get content to the devices.”

The other big limitation, Jacobs says, is battery life. You can do all this cool stuff on your phone, but then the battery dies three-quarters of the way through the day. He puts in a plug for Mirasol–Qualcomm’s low-power display technology.

Rubinstein concurs that battery and bandwidth are the two biggest issues. “Battery technology has not progressed at the same rate as all of the other things we are trying to do,” Rubinstein says.

7:38 pm: What about all the operating systems out there, Kara asks. Rubinstein: “There’s plenty of room in the market for multiple systems,” he says, adding it won’t be like PCs, where one operating system dominates. “It’s just different today.”

Rubinstein says it’s still the infancy of the major transition. Put on the spot to rank the operating systems, Rubinstein says that clearly Apple and Android are going gangbusters. The battle, he says, is for who is going to be No. 3. “We’d sure like to be that.”

Jacobs: “I agree. It’s very early days to be calling winners and losers.” He sees pretty wide diversity of operating systems, at least for the next five years, unless the operators really clamp down. Even then, there are some alternate distribution channels emerging. Either way, Qualcomm’s in good shape as an arms dealer, he points out.

7:45 pm: Discussion of carriers. While they are immensely powerful, Rubinstein says they won’t be the only distribution channel for every wireless device. “They are not all going to go through the carriers,” Rubinstein says.

More and more screens will emerge, Rubinstein says. If I fast-forward enough years, he says, the walls are going to be big displays capable of talking to other devices.

Jacobs notes that people will be able to use their device with any tool they have access to, from a big screen to a headset to a wireless keyboard. He says Qualcomm is working on a technology that would allow wireless headsets that could work in-ear like a hearing aid.

7:50 pm: Talk about some outlandish things. Rubinstein has already thrown out the idea of a headset in your pillow. Rubinstein points out that there will be a lot of sensors, pointing to the Nike+iPod as a really early example of what we can expect a lot more of.

7:55 pm: Augmented reality is also going to be big, the panelists agree. “The (StarTrek) tricorder is going to happen,” Jacobs says. Health care will also tap mobile technology, particularly in emerging countries where there is less regulation, carriers are trusted and there are fewer skilled health care providers available. “It’s a very efficient way to manage health,” he says. “Over the next few years we will see this happen,” he says. Eventually it will come back to developed markets, but today there is too much legacy and too much regulation in places like the U.S.

8:10 pm: Sorry for the delay–we were fixing some issues with the video coding, which hopefully should be solved now. Anyway, Rubinstein and Jacobs have been throwing out things that they expect in the next five years.

Jacobs’s list includes digital networked textbooks, cellphones as gateways for health care, as well as using augmented reality to translate all the signs and menus in a foreign country.

Rubinstein and Jacobs both see a digital wallet becoming a reality, with Jacobs throwing out the idea of an end to checkout lines as the phone could pay and the store could electronically disable the security on goods, allowing the whole transaction to take place without interaction with store personnel.

“Legal shoplifting, that’s interesting.” Kara says.

The technical hurdles aren’t that big, Rubinstein says. “Clearly NFC (near-field communications) is coming.” It’s more of a social problem than a technical one, Rubinstein says.

8:21 pm: Some good audience questions. One, on what does it take to deliver an Apple-like experience. Rubinstein, who has experience as part of Apple and trying to “out-Apple” Apple, says he thinks that the key is delivering an intergrated experience.

“I don’t think Apple is the only one that can do it, but I do think it is important to have all the elements,” he says.

Another question is on the future of mobile TV–a question that prompts Jacobs to cover his face (Qualcomm spent a bundle on its MediaFlo mobile TV service that saw very limited consumer uptake and Qualcomm is now evaluating what to do with it).

Too few people liked what the service had to offer, Jacobs says, referring to limits on content, screen size, etc. Jacobs said it appears that probably broadcast makes sense for live events, while streaming with TiVo-like controls makes sense for everything else.

“I actually believe strongly in mobile TV, still,” he says.

8:30 pm: Okay. That’s a wrap from me. Thanks for tuning in. If you want to hear more from Rubinstein, he will be speaking at next week’s D: Dive Into Mobile conference.

The idea of being rewarded for being a consumer is getting a lot of heat of late, as retailers seek to take advantage of the fast-moving social phenom among consumers, especially young ones.

Thus, a wide range of efforts to combine location-based mobile apps with purchasing, both online and offline.

Earlier this week, BoomTown posted on a funding for one such start-up, Topguest, which links check-ins with airline and hotel loyalty programs.

Today, another company in the space, shopkick, announced it had added another store–Minneapolis-based Target–to its list of retailers deploying its platform and mobile app.

As with customers of Macy’s, Best Buy and others, users of the shopkick app will receive points and other rewards, as well as instant mobile coupons, just for walking in the store.

The point being: Retailers need to reward foot traffic and not just purchases.

The Target partnership is limited now to 242 stores in the Chicago, Dallas, Los Angeles, Miami, Minneapolis, New York City and the San Francisco area.

Target will also offer scannable mobile coupons to customers for redemption at checkout.

It will be interesting to see how effective apps such as shopkick are as they roll out, as consumers test them.

Unlike others that offer quick deals–from Foursquare to Facebook to, now, Yahoo–shopkick uses its “kickbucks” as an enticement simply for being present in a store or scanning certain barcodes.

It’s certainly easy enough–my son, Louie, did it with ease and definite enjoyment–although a user does need to remember to fire up the app when entering a participating store.

There is also a small device retailers need to install need to make the shopkick ecosystem work.

CEO Cyriac Roeding, a former EVP for CBS’ mobile unit, created the concept for the Menlo Park, Calif.-based start-up while an entrepreneur-in-residence at Kleiner Perkins.

The company has raised $20 million in venture funding from Kleiner’s iFund, longtime Silicon Valley investor Reid Hoffman, as well as Hoffman’s home at Greylock Partners.

Here is a video interview I did with Roeding about where shopkick is going next: