Being able to access a world of shopping through your fingertips has redefined eCommerce and it’s not slowing down any time soon.
Over one billion people use smartphones to go online every day and mobile shopping, or mCommerce, is trending like never before.
Below we discuss the benefits a fully optimised mobile experience can have for your eCommerce business and ways you can implement them.
What is mCommerce?
mCommerce gives users access to online shopping platforms without the need for a desktop or laptop.
There are two key devices that are driving the mCommerce revolution: smartphones and tablets.
Consumers are reliant on digital devices now more than ever and they have the potential to completely overtake customers' preferred shopping channels within the next five years.
If you haven’t already got a mobile optimised site, what are you waiting for?
You have the opportunity to open your doors to a whole new range of consumers and we’ve pulled together the benefits for yourself and your shoppers.
Benefits of mCommerce for eCommerce retailers
Having an optimised mobile site has many benefits to eCommerce businesses, from improved customer experiences, increase in conversions and reduced basket abandonment.
As a starting point, we’ve pulled together the four main benefits mCommerce can have on your company.
1. Improved customer experience
In an age where customers are demanding more from the companies they interact with, offering a seamless customer experience is vital.
Customers want a hassle-free buying journey where they can shop wherever and whenever they want.
Getting the mobile experience right can open up doors for business from a whole new range of shoppers.
From a customer standpoint, the biggest benefit of mCommerce is that it’s quicker, easier and more convenient than other shopping channels - meaning more conversions for you.
2. Increased product discovery
You may have your eCommerce site, your social media and potentially a brick and mortar store, so why not combine these to create an extra marketing channel to sell products to end-users.
Social media platforms such as Facebook, TikTok, Instagram and Pinterest have all introduced “buy now buttons” that allow shoppers to make purchases without leaving the platform.
At the end of the day, if social media sites are where consumers spend their time, why interrupt their product discovery process by navigating through to another pages?
As social media platforms or apple continues to grow, it will be a major contributor to sales growth amongst Gen Zers and Millenials who have increased spending power.
That’s why having a fully optimised site for mCommerce - or better, an app - is the key to quick purchases and increased conversions.
3. Reach a wider audience
Mobile commerce allows you to enter new markets that you couldn’t before.
Each customer will have a preferred way to shop, whether on their desktop, mobile or through social media, so this is perfect for acquiring new customers in the mCommerce world.
At the end of the day, every user with a smartphone is a potential customer. With 83.72% of people having smartphones in 2022, that’s plenty of opportunities.
You can have a new audience to acquire and focus on generating and nurturing those customer relationships to take your business further.
4. Capitalise on impulse purchases
Having a mobile app or a mobile optimised site gives your shoppers the ability to find out information in just a few clicks.
This is perfect for the on the go shoppers who want to quickly complete a purchase.
First things first, for these shoppers you need to make it easy for them. Don’t make them jump through hoops just to find your CTA.
Oftentimes, these impulsive shoppers rely on the instant gratification of completing a purchase and the combined rush of stress and excitement from quickly grabbing a deal.
It’s a great way to secure sales from this audience of consumers and drive sales in the long run. Plus, if they have a positive experience with you, they’ll likely return.
What can eCommerce retailers do?
So now we’ve outlined the benefits mCommerce can have on your business, we’ve pulled together some tips and tricks to ensure you optimise your customer's experience and boost conversions.
Getting stuck in with the most important factor - usability.
Nothing screams poor usability louder than long forms, poor payment experiences, slow load times and navigation issues.
Although there are various things you can do - big and small - to improve the mobile experience, we’ve pulled together three key ways you can optimise your site.
1. Optimised UX design
Granted that mobile phones nowadays are pretty much the size of a small iPad, they can still be a bit finicky to navigate.
Combining this with a poorly designed mobile site is a recipe for disaster, or in other words, lost conversions.
Try to consider the size of phones and holding positions. 49% of users use one hand, 36% cradle the phone and 15% use both hands.
Ensuring your site is optimised for mobile by having larger, clear CTAs will make sure you don’t miss out on sales due to someone being unable to find or click the purchase button.
It’s not just your CTAs, but think of your images, product names and copy, this is why there is such a strong emphasis on building your site as a mobile-first experience.
Prioritising content and visibility of your items will allow for easy navigation on your site or mobile apps and ultimately lead to increased revenue.
2. Quicker checkout process
Mobile commerce became increasingly popular due to its ease of use anywhere and anytime.
If you already have a fully optimised site for mobiles, don’t put customers off their purchase with a lengthy checkout process.
Oftentimes mobile shoppers will browse on the go - on public transport, on their lunch breaks or a cheeky browse in the queue.
These shoppers want to navigate your site and check out their purchase quickly and efficiently, so a guest checkout or one-click payment is the key to reducing basket abandonment.
3. Improve your mobile site loading time
Website speeds are particularly significant in a mobile-first world and it’s not just a quick checkout mobile shoppers want, but quick load times.
Optimising both your eCommerce and mCommerce experience will reduce bounce rates and improve your overall customer experience.
Mobile shopping is frequently on the go and there is a higher risk of shoppers leaving your site if it takes too long to load an item as it's such a quick-paced process.
Plus, prioritising your site loading time can help increase conversions and keep your shoppers on-site longer.
Mobile commerce will continue to expand so it’s key to optimise your site, app and overall mobile experience for your shoppers.
One of the most important pieces of advice we can give you is to test your site, if you find yourself getting frustrated in any way, your customers probably are too.
This applies all around, your mobile site, your mobile app, your social shopping links and even your eCommerce site.
If you would like more information on our suite of tools, give us a call on 020 4505 9040 or book a free demo.