Mobile commerce is booming and businesses need to start adapting. Consumers keep their money in digital wallets, order food and rides through chatbots, and try on sunglasses with virtual mirrors before buying online.
Companies are making the most of this trend by introducing various technologies, like Ikea's augmented reality app that allows people to see how furniture will look in their homes.
1. Make it easy to shop.
With smartphone ownership at an all-time high, mobile commerce is the future. As consumers spend more time on their smartphones, brands and retailers are making sure that the user experience is easy and convenient to shop. Consumers love convenience and expect simplicity, so they’ll be more likely to buy from a store that makes it quick and easy for them.
In order to take advantage of this, many brands are optimizing their websites for mobile and launching dedicated m-commerce apps that offer a seamless shopping experience. Some examples include Amazon’s mobile app and the National Payment Corporation of India’s IMPS app, which allows users to make e-payments on their smartphones.
Social media has also become a powerful channel for m-Commerce. Platforms such as Facebook and Instagram allow brands to tag products within a post and create easy-to-click links for customers to convert directly to the site. Instagram Shops is an example of this and provides businesses with a customizable storefront to showcase their collections and facilitate sales.
With the emergence of immersive shopping technologies like virtual and augmented reality, consumers can now visualize a product in their environment. This is a powerful tool that can help combat high return rates. For instance, Allbirds’ m-commerce app allows customers to livestream their body and then superimposes a digital model of the shoe they want to try on. This helps them choose the right size and color before making a purchase. Magnolia Market, meanwhile, uses Apple’s ARKit to let shoppers virtually ‘try on’ furniture in their own homes.
This is why it’s important for brands to have an omnichannel customer experience, which should encompass both online and in-store shopping experiences. According to PYMNTS, 73% of consumers are omnichannel shoppers and use multiple platforms throughout the journey. This includes using mobile apps to download coupons, compare prices, and download content such as music and videos. By ensuring that all channels are optimized for mobile and that the experience is seamless across all devices, companies can maximize their potential for m-commerce growth. In addition, they can ensure that they’re capturing the biggest share of this growing marketplace.
2. Keep it simple.
Mobile shopping is the purchase of goods and services using a mobile device, such as a smartphone or tablet. It encompasses a variety of purchasing activities, from browsing catalogs on websites to paying for products and services via mobile wallets or apps like Apple Pay and WeChat. M-commerce also bridges the gap between online and offline shopping, with click-and-collect services like buying online, and pick-up in-store increasing. As shoppers switch between platforms, brands need to ensure a seamless experience that works across devices and channels.
As a result, many companies are launching their own eCommerce apps and optimizing websites for mobile use. These sites can feature a large inventory of items that customers can compare prices, reviews, and product details on before making their purchases. They can also feature a smooth checkout process that can be completed anywhere and at any time, and they provide businesses with valuable insights into customer shopping patterns and preferences.
M-commerce is not a new phenomenon, but its growth has been accelerated by the Covid-19 pandemic. With people stuck in their homes, and with most retail stores closed, consumers turned to their phones for essentials. This led to a huge boost in sales for m-commerce apps such as Amazon and the MVMT app, with sales from these mobile commerce channels now accounting for a quarter of all eCommerce revenue in Western countries.
But it is not all good news for the m-Commerce market. Consumers still struggle to trust brands with their personal information, especially when it comes to payments. There is also a gap in internet coverage globally, and many customers aren’t ready to buy without a good connection.
However, there are opportunities for brands to overcome these challenges and tap into the potential of m-commerce. For example, they can improve security by working with a partner that takes privacy seriously and provides robust encryption and authentication technologies. They can also consider creating an offline mode for their m-commerce offerings so that customers can complete transactions even when they don’t have an internet connection. This will increase their willingness to shop with the brand, especially if it offers competitive pricing and other incentives to attract them.
3. Keep it relevant.
Brands that aren’t ready to take advantage of m-Commerce opportunities are missing out on a massive sales opportunity. Considering that consumers are increasingly inseparable from their mobile phones, it makes sense to offer shopping experiences that are as relevant on smartphones as they are on desktop computers.
Consumers use their mobile devices to do everything from checking out reviews before buying a product in-store to browsing social media feeds for style inspiration while at the mall. To cater to the growing number of shoppers who rely on their mobile devices for online purchases, retailers started launching dedicated shopping apps with easy-to-browse catalogs and hassle-free checkouts. Additionally, digital wallets like Apple Pay and Google Pay, along with payment apps such as AliPay and WeChat, are helping to replace the need for physical cash and credit cards.
In addition, many customers rely on their mobile phones for in-store purchases as well. For example, furniture company Burrow offers a mobile app that allows customers to envision how their new couch will fit in their living room by allowing them to upload photos and place 3D models of their products within the photo. Location tracking via GPS can also allow users to conveniently find nearby stores that carry specific products.
Moreover, brands can use push notifications to send curated shopping offers to consumers based on their purchase history or in-app behavior. These personalized notifications have proven to be a successful channel for driving conversions, with 54% of people who open them converting. Chatbots are another powerful tool that m-commerce brands can leverage to deliver one-on-one customer service at scale. In fact, 80% of consumers have used chatbots to resolve issues outside of traditional customer support hours.
Some brands worry that focusing on mobile commerce will hurt their brick-and-mortar business, but the best way to minimize this risk is by treating mobile not as a standalone experience but rather as an extension of more traditional shopping experiences. Brands that want to connect with mobile consumers should think about ways they can tie the two together, such as by offering click-to-mortar options, where shoppers can buy items online and pick them up in-store.
4. Keep it mobile.
It's hard to overstate how much of a necessity mobile is for eCommerce and brick-and-mortar retailers alike. It's essential for companies to create a smoother experience, which means making sure their websites are fast and responsive and that they have a mobile app to back them up.
Mobile apps offer a more seamless experience for shoppers, and they can help brands reach a higher level of conversions. However, the cost of building an app can be prohibitive for some brands. That's why a platform like Shopify can be a great option for those looking to boost their mobile commerce efforts.
Companies can also leverage their existing social media channels to make it easier for customers to shop on their mobile devices. One example is beauty retailer LOOKFANTASTIC, which launched a Facebook shop and a mobile-optimized website at the same time that smartphone usage overtook desktop for the first time in 2014. This allowed the company to capture a new audience without having to invest in a custom app.
Another example is the furniture brand Burrow, which uses augmented reality to help its customers envision how couches will look in their homes. Customers can snap a photo of their rooms and use the app to add 3D models of couches to the image so they can get a sense of scale.
Chatbots are another way that eCommerce brands can help shoppers with their mobile shopping needs. Data shows that 80% of consumers have used a chatbot, and by 2027, global revenue from the service will hit $454 million. Adding chatbots to your site can increase customer support and help you serve customers outside of standard phone hours. Gymshark is an eCommerce brand that leans heavily into chatbots, using the feature throughout its website and Facebook Messenger app.
The key to success for any m-commerce strategy is understanding the goals and needs of your target audiences. It's important to remember that the mobile user has come to expect a smooth, efficient, and personalized shopping experience, and companies that ignore those expectations will fall behind. So, whether you're planning for a big m-Commerce push or just looking to convert more mobile visitors, start by getting clear on the goals you want to achieve and consider leveraging a platform or full solution program that can help you reach your potential.
Shopify Development Trends: Most Shopify store owners focus on their digital marketing alongside their web development. Keeping up with the cutting-edge Shopify Apps in ensuring a frictionless checkout for their online store, with additional tools to fill the Shopping Cart. Online shopping continues to grow year-over-year as the user experience improves with tailored customer service practices. Behind the scenes, are Shopify partners such as TheGenieLab. We are helping business owners and shopkeepers to drive continuous improvements through digital marketing services. Furthermore, they are providing Web Development in Shopify, BigCommerce, and other eCommerce store architectures. If you need a hand in any aspect of eCommerce, feel free to reach out to us at firstname.lastname@example.org