Mobile Shopping: the pros and cons

  • Author: Ivan
  • On the topic: E-commerce

Nowadays, mobile e-commerce is becoming more and more popular. According to a survey recently conducted by the National Retail Federation, about 57% of website visits during the last Black Friday period were made via mobile devices. At the same time, Walmart’s managers report last year’s sales made from gadgets increased by twice compared to the year 2014.

The matter of traditional stores having been replaced by online ones has been discussed for a long time, but now it seems that desktop commerce itself could soon be outdated.

Andy Wong, a partner Kurt Salmon Digital, a full-service digital agency dedicated to helping retailers, doubts it will: In his view, high website attendance from mobile phones doesn’t mean that actual sales will equally rise. Judging from his clients’ behaviour, about 70% of emails are opened on mobile. However, actual conversions show that mobile shopping is developing quite slowly.

Andrew Mavraganis, an employee at StoreYourBoard (a company specializing in organization and storage solution for any kind of sporting boards), says that the checkout process is the major barrier to a rapid mobile ecommerce development.

“Consumers feel the process of filling out payment and shipping information too long and complicated if done through mobile,” he explains. “It is particularly a serious obstacle to mobile shopping when they aren’t repeat customers and do not have their accounts or any saved information on the site.”

However, horizontal market players with a high number of repeat customers, like Amazon, can easily take advantage of the opportunity. For such businesses, customers can smoothly check out even on mobile having accessed their saved data. And that is definitely a benefit from the boost in mobile ecommerce traffic. Mavraganis even suspects large technology market players like Apple or Amazon of being working on a service for mobile shopping to bring the checkout process on gadgets up to date. And that will definitely facilitate mobile e-commerce development and thus increase conversions.

But in the final analysis, regardless of the growing popularity of gadgets among online shoppers, mobile e-commerce should not replace the that done on the desktop. Many customers may never start purchasing through mobile. However, they will carry on visiting different sites, and reading reviews on social networking websites and promotional emails on mobile.

To achieve success, it is essential to simultaneously develop different platforms instead of choosing one over another, and do your best to make purchasing process easy and comfortable for the client irrespective of the platform he uses.

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