This article was originally posted on 13 October, 2011
We’ve all heard the noise being made about mobile, more specifically, mobile commerce or m-commerce. What’s more encouraging is that shoppers using mobile technology to make purchases are starting the see the same features as those they see on full-blown e-commerce solutions, which is all great news as it’s helping boost satisfaction rates.
The companies that are at the forefront of developments of mobile technology are the ones that are seeing the greatest returns. We’re not saying for a moment that everyone who currently offers a mobile solution for their e-commerce business is doing it right, but satisfaction levels across the mobile journey are beginning to more closely echo those of e-retail websites, especially when it comes to site search and navigation.
Where mobile e-commerce sites are falling down is during the basket and checkout processes. Again, this isn’t the case for every company offering a mobile optimised website (not at least for the ones we’ve used) but what this highlights is when it comes to mobile e-commerce design, companies need to start thinking about the entire buying process, from initial browsing right through to purchase.
A huge number of shoppers have flocked to mobile-optimised websites in the last year, with a range of figures between 30% – 50% of shoppers accessing retailer’s websites via their smartphones. UK Trade & Investment (UKTI) recently suggested that UK retailer’s mobile-optimised sites lead the world in download speeds.
Coinciding with the huge uptake of smartphone handsets in recent years, we’ve seen encouraging developments in the entire end to end customer journey on mobile sites and quite rightly, shoppers are less forgiving on bad mobile experiences as a result. They expect the same level of functionality as can be found on a retailer’s standard e-commerce website, but they want it to be optimised for their mobile handset.
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