With the exponential growth of smartphone ownership worldwide, m-commerce has risen too. Statista noted that in 2016, 90% of those in the UK aged between 16 and 24 reported owning a smartphone. Thanks to many technological advances, it is now becoming easier than ever to shop directly from your phone, and businesses have to adapt.
In order to get customers shopping via m-commerce, there are some key things businesses need to consider that often they’re not doing. To put it simply, it is all about making it as easy and user-friendly as possible. Just because a customer starts the process, it doesn’t mean they’ll finish it if the process is too challenging. It was reported by Smart Insights that, although 61% of time online in the UK is spent on mobile¹, desktop (5.96% of visits result in a sale) still has higher rates of conversion compared to mobile (3.31%)¹. At the moment, mobile shopping is not always hassle-free, and many people abandon it when it starts to become a nightmare.
It’s important to make the m-commerce experience work for the smaller screen size. This includes ensuring that text is easy to read and payment information can be entered easily. Ensuring that a website is mobile-optimised will help with this. It should be as easy to read as if the user was on their computer, and buttons need to be clear and easy to find.
There is also the fact that many payment systems take the buyer away from the original web page. This can put people off as it seems less credible. Additionally, it is important that the website can work quickly. When users are buying on the go, their connections can slow them down. Finally, many users don’t feel as secure when they enter their payment information on their mobile. It’s important to address this problem by adding extra security measures and certificates.
Many businesses are starting to fix these problems and are introducing ‘buy buttons’ that means shoppers don’t have to leave the site. They’ve also begun making the payment process and checkouts on phones larger, which makes it easier to view, and adding one-click checkouts to their sites to enable users to only enter their payment details once. This is having a huge impact on the rise of m-commerce.
In the UK alone, m-commerce accounted for £26 billion in 2016 – this has risen by more than 25% since the previous year. It is thought that by 2020, e-commerce will account for 22.6% in the UK of total retail sales. The future for m-commerce is bright. For the businesses that realise this and make necessary adjustments now, sales will inevitably rise! ²
¹Smart Insights, Mobile Marketing Stats Compilation, March 2017
²Ecommerce News, Mcommerce UK Accounts for 2016, June 2016