Mobile commerce, or mCommerce, is not new, but it has seen significant growth in 2015. Retailers need to adjust their digital strategy to accommodate the increasing number of customers ready to purchase products on their smartphones.
With more options for mobile payment – including a variety of devices and payment platforms – it’s simple for customers to purchase products anytime, anywhere. Software and finance companies are developing solutions for safer purchasing, while retailers are pouring more resources into mobile development, making mobile shopping safe and simple.
Key Trends to Note
mCommerce is projected to account for 33 percent of eCommerce transactions in the U.S. by the end of 2015. Mobile transactions had already grown ten percent in the first three months of 2015.
Smartphone transactions tend to dominate both in the U.S. and globally, though statistics vary by country. Consumers are relying less on apps for completing transactions, often preferring the mobile browser experience. Smartphone
mCommerce is also growing more rapidly than tablets.
The average order value is still higher for desktop purchases, and customers on tablets tend to spend slightly more than those on smartphones. Desktop purchases typically occur during work hours, while smartphones are used in the morning and tablets at night.
What these trends mean for retail marketing
Your business can easily adapt your current marketing strategy to reach more mobile customers.
1) Email marketing is making a comeback
Email marketing was on the decline as users learned to filter or ignore spam messages. Now that the mobile user experience has improved for email and retail, the purchasing process is streamlined.
2) Digital coupons drive traffic
Digital coupons are growing increasingly popular, both as coupon codes for eCommerce and mobile coupons to use in stores. Mobile coupons are cheaper to create and are more likely to be redeemed, with an estimated 121.3 million adults expected to use them in the U.S.
3) Social media as a discovery tool
Ecommerce through social media doubled in 2014, and while Facebook accounted for less than five percent of eCommerce traffic on desktops, it drove traffic seven percent for mobile users.
by Christine Kelly
CEO and Queen Bee | Viral Solutions LLC
Copyright 2015 Viral Solutions LLC