Mobile ecommerce describes online sales transactions processed on mobile phones or tablets. These devices interact with computer networks that conduct online merchandise purchases.
How has mobile impacted the ecommerce market?
Mobile continues to play an increasing role in the success of ecommerce. By 2021, mobile ecommerce sales are expected to account for 54% of total ecommerce sales.
In addition to using mobile to make purchases, customers also use mobile to research purchasing decisions before buying either in store or on a desktop. An estimated 73% of customers say they like to browse online before making a purchase in a store. At BrightEdge, we have also been tracking the growth of ecommerce. We found that in 2017, 57% of all traffic online was coming from mobile devices and tablets, which has had a consequent impact on the nature of ecommerce.
Customers’ comfort with mobile shopping has grown, and thus the industry can no longer ignore the significance of mobile in the ecommerce world.
How do I optimize for mobile ecommerce?
You should already be using a website that operates on a responsive design model across the entire site, but there are several things you can do to make your ecommerce page even more mobile friendly.
1. Make it easy for people to find a physical store
Since so many people like to comparison shop online before buying in-store, make it easy for people to make the jump from online shopping to in-person shopping.
2. Help customers understand the products.
Include mobile-friendly product videos, the ability to zoom in on images and high-quality visuals to help customers understand your product and feel more confident before hitting the "buy" button.
3. Make it easy for people to log in to make payments
Payments can be a challenge for mobile users because it is often difficult to type in long number sequences, like what is needed for a credit card or check. Instead, you can offer people the chance to make an account on your site, where you can save their credit card information. You can also make it easy for them to use mobile payment options, such as PayPal, Google Wallet or MasterCard MasterPass. One study found that offering these alternate options to users resulted in a 101% increase in conversion rates from smartphone users.
4. Minimize forms.
Remember how difficult it is to type in information on mobile devices. Minimize the forms on the page and autofill what you can.
5. Help customers understand the products.
Mobile ecommerce is quickly becoming an industry staple. Brands need to be prepared to serve these customers online and in-store. The first step towards creating this outstanding user experience is making sure your site is completely mobile-friendly.
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