We know that the consumer shopping experience involves multiple devices. Product research might begin on a PC or mobile phone. Then the consumer may go in to a physical store to see a product in real life, but refrain from making a purchase. That same consumer may later go home and revisit the product they have been researching using their tablet. Using the Internet, they will be able to easily do price comparisons and find free shipping deals. If the consumer feels confident in their purchase decision and is satisfied with the price, they may finally convert into a sale from an eCommerce website.
Why does all this matter? Year after year, purchases made using mobile phones or tablets is rising:
- In 2011, mobile commerce sales accounted for 7% of total retail eCommerce sales, or $13.63B (according to Internet Retailer).
- In 2012, mobile commerce sales accounted for 11% of total retail eCommerce sales, or $24.66B (according to Internet Retailer).
- In 2013, mobile commerce sales account for 27.4% of total retail eCommerce sales, or $72B (according to Forrester).
- This number is expected to reach $293B by 2018 (according to Forrester).
These statistics show that mobile commerce is a key player when it comes to selling online. We also know that a strong UX is important in order for the consumer to convert into a sale. With that said, there are a few areas where mobile commerce is lacking.
According to a study titled “2013 Mobile Consumer Insights” that was conducted by Harris Interactive and included 2,310 U.S. online adults aged 18 years and older, 68 percent said they have tried to make a purchase online using a tablet or smartphone, but 66 percent failed to do so due to difficulties during the checkout process. The major issues encountered with mobile checkout were a process that is too long (47 percent) or security concerns (51 percent).
So, where do you start?
Consumers demand a secure checkout process that is simple. Some key elements include one page checkout, the option for guest checkout and the ability to pay with a preferred payment method, i.e. credit card, direct debit, PayPal, etc.
Security is also key. Consumers want to be ensured that their sensitive payment information is kept secure. Utilizing a solution that has obtained PA-DSS Certification is one way to meet this demand. Learn more about secure payment processing here.
Outside of the above mentioned concerms, another key element for successful mobile commerce is responsive web design, which can further improve the user experience. Learn more about this topic here.
k-eCommerce delivers mobile / tablet ready web stores with integration to your ERP/POS, Microsoft Dynamics and SAP Business One. Contact us today to discover if our solution is a good fit for your organization.