In a world that is increasingly becoming more dynamic and efficient due to a pocket sized (some models) device known as the mobile phone, ecommerce sales are exploding. Yes folks. The age of mobile commerce, also known as m-commerce is now officially upon us, and it shows no signs of slowing down.
Traditional ecommerce (buying goods via a desktop/laptop browser) may soon be eclipsed by this growing trend, as new survey data from comscore shows. Compared to the first and second halves of 2012 respectively, in 2013 the numbers topped 10 billion and could top 15 billion by the end of the year compared to 8.3 billion and 11.8 billion dollars.
More data from comscore points to smartphones beating tablets in terms of m-commerce sales, as there is a larger user base of the devices. However, on a per user basis more money was spent using tablets.
Similar reports released by eMarketer just last week predict that m-commerce in the U.S. alone by 2017 will exceed $41 billion and sales made on mobile devices on a global scale will exceed $110 billion in the same time frame.
Here’s another chart projecting m-commerce sales a bit further into the future
The eMarketer report did not just report on the long term future of ecommerce, it took a look at the immediate future and reported that the 2013 holiday season will overtake last year’s by 15% and is likely to top $60 billion dollars.
The study found eMarketer looking forward not just five years into the future, but to the upcoming holiday season to assess the more immediate impact mobile will have on retail ecommerce. eMarketer anticipates that U.S. holiday retail ecommerce sales will rise by 15 percent this year to top $60 billion.
The study also detailed not only how mobile devices are a platform that is increasingly becoming effective in generating sales for retailers, but as a research tool. Etailers are using the analytical data that is gleaned from their shopping base’ behavior that they can use to drive consumers back to their physical stores or to the desktop where they will complete their shopping journeys and finalize their transactions.
For brick and mortar retailers as well as etailers, these numbers are affecting the way they connect to their customer base. These are some things sellers need to know about mobile users and their shopping behavior.
According to Google’s Mobile Planet research from 2012, 80 percent of people never leave home without a mobile device in their hand. It is their go-to device for doing everything from shopping, scheduling PTA meetings, Saturday soccer practice, dental visits and more. Much more.
This year, eMarketer predicted that more people will be getting online via their smartphones than using PC’s and that mobile devices will be doubling over the next few years.
All of this points to a wake-up call of sorts that our readers should take notice of if they haven’t yet. Here are a few of them:
- While Android is the most popular platform because of it’s cost, iPhones are typically used by people in the higher income range. Nonetheless, your site should be optimized for both, maximizing mobile customer engagement.
- Native apps feel more natural to the user and if possible should be implemented over web apps.
- UX is key to having a successful site. 80% of users will bounce from your site if they have a poor experience and more than likely never return. Plan your customer engagement strategy.
Creating a user experience that will drag a customer in and won’t let them go until they click on your call-to-action button is tricky, but can be done. By using in-app customer analytics, and recording the user experience you can discover their pain points in every step of the process, go back to the mobile ux design drawing board if needed and tweak, test and refine till you get it right and achieve maximum results.
Tune in next time for some more new from the mobile front.