The importance of mCommerce has become more prominent over the last year – during the pandemic. People are using their phones daily to complete online tasks. Businesses need to be aware of this and recognise the trends around mCommerce, to ensure that they are providing their customers an engaging experience on both mobile and desktop.
In this blog we will take a look at the benefits of mCommerce, and discuss some of the main trends that businesses need to capitalise on to ensure they are meeting the modern customers online expectations.
Why is mCommerce important?
Mobile and handheld devices over the years have become more and more advanced in what they can allow us to do. There is a high percentage of people living in the uk who own a smartphone and they can complete most things from their mobile phones within seconds – for instance, video calling, social networking, job applications, even catching up on soaps. All is possible on a smartphone. As a result of this people are now more inclined to even shop online on their mobile rather than on a desktop.
72.9% of all ecommerce sales will be made via a mobile phone by the end of 2021. The reason is simple – mobile phones are much more convenient and accessible for people. You can carry your phone with you anywhere you want, whereas a desktop or laptop maybe not be as easily transported.
Due to people favouring their handheld devices over their desktops for activities such as shopping and socialising, many brands are now opting for a mobile first or responsive web design approach to ensure a high level of customer experience.
As mobile commerce is on the rise, it is no longer just about optimising your site to ensure that it is fast functioning, but rather building on this by introducing new trends that can take your mCommerce user experience to the next level.
Be where your customers are
The Insider stated that mCommerce will be the preferred and primary channel for online shopping, and that within the next five years will change the way we shop completely. People will no longer feel the need to visit a website, rather they will shop via social media or through the brands interactive web app – a faster way of shopping.
“Social media sites such as Facebook, Twitter, and Pinterest have all introduced “buy buttons” that let shoppers make purchases without having to leave the platform. And many retailers have introduced one-click checkout to their sites. This method requires shoppers to enter their payment information once, and then they can use the one-click option to make purchases without having to re-enter it.”
“As app usage continues to grow, it will be a major contributor to sales growth, especially with Millennials and Gen Zers holding massive spending power. These tech-savvy users have the ability to boost volume, as they’re more likely to do a wider share of shopping on their smartphones.”
And if that doesn’t persuade you, you cannot ignore the facts: more than half of the people browsing on their phones without the intent of purchasing have bought something on their mobile within the last 6 months.
Naj Hussain, founder of Comfy Homes, recently stated in our latest podcast episode (The Journey from High Street to Online) that 80-90% of their online customers are browsing their store using a mobile device.
I know from my own experience that I have a habit of scrolling through social media, browsing through apps, or websites aimlessly until something catches my attention. I might not be actually looking to buy – but that doesn’t mean I won’t!
Are apps the way forward in ecommerce?
Progressive Web Apps (PWA) are designed and built to deliver enhanced capabilities and reliability, also so that they are easily installable on any device. They sit on your homescreen as a constant reminder of that business or brand. They are fast, easy to use, and extremely popular.
For instance, Financial Times, Uber, Social Media platforms (e.g. Twitter), beauty retailer Lancome, and many more brands use PWAs to deliver a high level of customer experience on a mobile.
The popularity of apps is only increasing. Google reports that, since the pandemic, the average person spends around 3 hours on apps a day. It has almost become second nature or an alternative passtime to click on an app to check out it’s product range and offers.
Many people favour apps over websites.
How many times have you been on a website on your mobile phone and notification has appeared asking you to download the app instead? This is because businesses know that their app offers a better personalised user experience.
An application allows you to capture and save information about the customer through their personal log in. This could capture information such as their age, gender, name, card details, shopping history etc.
“Hey Jessica, today is your Birthday! Here’s 20% off your next purchase.”
Google recently stated:
“We know that apps allow businesses to deliver smoother, faster and more personalised user experiences. In this unprecedented year, apps have also become a crucial platform that brands can use to pivot quickly and respond to changing market dynamics.”
One-click and contactless payments
Cart abandonment is one of the many challenges that ecommerce businesses face.s. A great way to reduce this, is by making the final transaction as fast as possible. One thing that most physical stores offer is contactless payments – it’s quick, easy and you don’t have to fill out a form of information – and online stores can offer the same.
One-click payments can be easily built into an app. If you have an app for a store you generally will have an account with them. When you first download an app you will be asked to fill in details: name, address, email, and card details (possibly). This stage is now complete and saved.
Now when you reach the basket page all you have to do is click ‘buy now’. Amazon uses the same concept – one click and it is at your door by tomorrow – it’s great!
Offering alternative payments is also an option. According to Finances Online’s recent online payment analysis PayPal (60.18%) is the top gateway payment for ecommerce businesses.
Another study reveals that Gen Z consumers are drawn towards making payments through contactless payments such as Apple Pay.
Ensuring that you have multiple forms of payment to suit the needs of your different audiences is key. Having things such as options to remember debit and credit card details, PayPal, Apple Pay, and Google Pay is important to speed up the transaction process.
Another trending payment method to be aware of is ‘Buy now, Pay later’. Applications like Klarna, Afterpay, and ClearPay allow shoppers to buy products without paying upfront. Instead, they can pay for their purchases in interest-free instalments until the final amount is cleared.
Social Media commerce
Facebook added Facebook Shop to it’s platform in May 2020, and Instagram Shop in July 2020.
Whilst social media was an incredibly important marketing tool for businesses before, this transformation has now meant that it is also an incredibly important sales tool as well. Browsers of social media can now become consumers with the click of a button.
Research shows that the average Facebook user spends nearly an hour a day scrolling through the social media app. Though they might not be looking to buy anything in particular, that doesn’t mean to say that with the right content and messaging they won’t be persuaded otherwise.
The Facebook Shop and Instagram Shop elements were launched as a response to the coronavirus pandemic, as a way to support businesses advertise their products through social media.
And to say the least it is going pretty well – 55% of fashion shoppers have admitted to having made a purchase based on an Instagram post, and 90% of Instagram users follow some kind of business.
Arguably, this has changed the way we shop on our mobile devices completely. However, it seems it may be a mCommerce trend that appeals more to the younger generation.
According to Accenture, a third of Gen Z-ers are willing to share their online payments with social media platforms to purchase products through social media apps. Whereas, only 3% of baby boomers are willing to do the same. In addition, studies have shown that when it comes to shopping only Gen Z-ers are more likely to be influenced by social media (80%).
Social media is a crucial part of any ecommerce business, and is even more important now that Facebook and Instagram (the two big boys) have introduced a ‘buy now’ button
How can PureClarity help?
PureClarity is a highly intelligent ecommerce personalisation platform that offers a hyper personalised shopping experience for every individual customer. Our advanced technology works perfectly with mobile and handheld devices.
Offer a super personalised journey to your customers that will not only look great on both mobile and desktop, but increase your online sales, customer loyalty, and overall revenue.
See how we support mCommerce by: