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3 Trends Improving the Mobile Shopping Experience

Posted by David Conway on August 20, 2017

A business that sells products or services needs to go where the customers are—that’s marketing 101. If it’s a brick and mortar store and customers are abandoning Main Street for the local mall, one would assume they would want to open a shop at the mall. And if a webstore's shoppers are looking for products on their mobile devices, they would want their products to be easily found on smartphones and tablets, and they would want their shopping experience on mobile website to be a good one.

Mobile Shopping Is Gaining Traction

Why does an ecommerce business need to put its best foot forward with mobile shoppers?  Consider the following:

  • In 2014, mobile commerce (mcommerce) grew by almost 50%.

  • According to Gartner, mobile revenues will be half of all digital commerce by the end of this year.

  • This year, the number of mobile shoppers will grow to more than 2 billion worldwide from its current level of 1.6 billion.

  • More than 95% of consumers on mobile devices check out local information with the intention of calling or visiting a business.


mobile share of e-commerce.png

Mobile Shopping Is Changing—Business Needs to Change with It

When consumer behavior changes, marketers need to respond. Mobile shoppers are looking for sites that make transactions on their smartphones and tablets increasingly simple and more intuitive. They are gravitating to “buy” buttons on social media platforms and mobile apps, shopping carts that work, and sites that remember their credit card information.

Here are 3 trends which are making mobile shopping a more engaging experience for consumers:

1) Frictionless customer experience:  according to data from Gartner, 42% of CEO’s say improving ecommerce customer experience was “the key change that has driven more wins.” That means a lot of things, from making sure a site loads quickly to getting navigation right. At the top of the list, however, has got to be reducing shopping cart abandonment.  mobile shopping_OS.jpgThat’s also an issue on desktops, where 2 out of 3 carts are abandoned before purchase (according to Baymard Institute)—but it’s even worse on mcommerce sites, where the abandonment rate is over 70%.  Look for developers to focus more on customer experience, and on shopping carts that do what they’re supposed to.

2) More convenient payment systems: point-of-sale (POS) improvements are not limited to more effective shopping carts. An increasing number of mcommerce sites are integrating mobile wallets in response to consumers who want to validate payment with their mobile phone security, rather than pulling out a credit card. The emergence of Apple Pay, Walmart Pay and Starbucks’ in-app payments will push more mcommerce sites to upgrade their payment systems. Noting that consumers who use hands-off payment methods spend on average 54% more than those who don’t, Oliver Manahan, VP for Advanced Payment with MasterCard, advised his clients to update their payment systems, noting, “Do it once, do it right, and future proof yourself as much as possible.

3) Data from wearables to personalize mobile marketing:  wearables produce a lot of data—about sleep patterns, heart rate, stress levels, location and more.  Those data give users information they can use to improve their lives—they also give businesses data they can use to identify the kinds of problems users have, and products they might need. Although much of this is still in the experimental phase, forward-leaning marketers are already exploring the ways wearable-generated data can personalize mobile shopping and boost sales.

Mcommerce web designers don’t all agree about the site elements which create the smoothest, most engaging user experience—but they do agree that the design of an mcommerce site will have a direct impact on its sales effectiveness.  

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Onestop Internet provides end-to-end ecommerce solutions that factor the entire purchase path into ecommerce strategies and technology. We believe that today's consumers are mobile first and that your ecommerce ecosystem should have mobile users at its center.

Topics: Ecommerce, wearables, mcommerce

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