Becky Lawson

The mCommerce shift - Mobile vs Desktop

Mobile devices have changed the commerce game forever as companies aim to provide a mobile platform that stands on the same level as their sites via desktop. Most of us can’t help but check our phones constantly, and whilst we’re at it, we might as well do a bit of online shopping, right? Our mobiles provide us with ease and convenience that desktop fails to provide.

Retailers that provide apps for their sites understand our phone addictions and therefore give us an easy platform to navigate for shopping. Actually, research over the years has shown that mobile phone usage is much greater than that of desktops for shopping. This makes sense as we could all probably agree that we would rather use a phone to quickly purchase something than wait for your computer/laptop to load (which can feel like a lifetime)! Companies know where to find us, and that is on our mobile phones.

Even though we are provided with simple apps to use for shopping, there is still a high percentage of people who add items to their shopping carts and go on to abandon them. It’s surprisingly worse on mobile as basket to checkout conversion rates are 70% lower than desktop rates. Retailers need to find the solution for this by identifying what it is that scares their customers away from committing to the buy.

Not only do we do everything on our smartphones, we now have ‘mobile wallets’ like Apple Pay. Everyone hates waiting for the credit card machine to say ‘ready’ before having to pop your card in and press the buttons, would we not opt to use a much quicker method if we could? This is a new trend that is taking a while to become popular as people are still using the ‘traditional’ bank card. It makes us wonder if mobile payments could be the future for shopping. It would not be a surprise if by next year people are paying at stores primarily using their phones. This surely makes carrying your purse or wallet no longer a necessity since cheques and credit cards, or even cash become the ‘longer way’ of paying. This method will no doubt change the future of shopping as having a smartphone becomes more useful than we think.

It is expected that mCommerce will continue to grow, and maybe even take over eCommerce in the future. Not only are retailers using apps to showcase their products, but also as a way to engage with their audience, and target them directly into their hand through their phone. Through engagement strategies, they are hoping to become ‘friends’ with us. This is in hope that it will encourage customer loyalty. Asking someone to download your app is a big favour especially when people delete apps all the time, which again depends on how loyal the customer is. Having said that, because asking people to download apps may be a bit of a chore, using the internet on a mobile could actually become more common. This leaves more storage on our phones as we switch to using Google or Safari as ways of accessing retail sites. Not only will companies focus on building their mobile friendly sites, they will also look for ways to advertise them.

If these trends do go on for the rest of this year and 2017, it is clear that we should look forward to a whole new world of mCommerce filled with different ways of approaching online and in-store shopping. We’re excited to see what the future holds for mobile commerce and look forward to experiencing new trends to come!

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