4 Eye-Opening Mobile Commerce Insights and What They Mean for Your Brand
It’s no secret that mobile commerce, or mCommerce, is gaining rapid ground as the preferred channel among digital consumers. According to Business Insider, 40% of US sales were made through mobile commerce (excluding apps) in the third quarter of 2018. Statista forecasts that by 2021, 53.9% of all retail eCommerce in the US will be driven by mobile users.
So, what exactly does this mean for your eCommerce business? For starters, a positive mobile brand experience is no longer a competitive advantage, but the price of entry. We’ve uncovered four of the most noteworthy insights impacting today’s mobile commerce landscape to help you better reach, engage and convert your customers—wherever they may be.
1. Consumers Expect a Seamless Omni-channel Experience
At goMoxie, we talk a lot about replicating the brick-and-mortar experience online. But really, it’s about integrating that experience across all your channels. Even when customers are in the store, they’re also on their smartphones, looking up product information, reading reviews, searching for coupons, etc. Retail Technology Review estimates 90% of in-store shoppers use their mobile devices while in the store to seek information related to a potential purchase.
The same goes for desktops and tablets. A customer browsing your site on a smartphone or tablet while on the morning train may later decide to make the purchase on a desktop at the office or at home. Whenever, wherever and however the interaction with your brand takes place, it has to be both unified and frictionless to effectively drive conversions.
2. Shoppers Are Willing to Location-Share (For a Price)
Location sharing is a key factor in creating a personalized brand experience, allowing you to tailor your communications and digital guidance strategy to align with the regional needs of your global customers.
While there has historically been some sensitivity around geolocation and the sharing of personal data in general, the majority of today’s consumers are actually willing to provide this information in exchange for an enhanced online experience. In fact, Google research revealed 67% of smartphone users are more likely to make a purchase from a company whose mobile site or app delivers customized information based on their location.
For companies utilizing proximity marketing—a means of communicating directly with customers via their mobile devices when they’re in close proximity to the business—this presents an unprecedented opportunity to deliver highly relevant content while also acquiring valuable data that can be used in future marketing communications.
3. BFCM: The Most Wonderful Time of the Year for Mobile Conversions
It’s been well documented that Black Friday Cyber Monday (BFCM) ‘tis the season for eCommerce sales, but what’s worth noting is the number of mobile conversions we’re seeing increase year over year—that, and the fact that these conversions are happening in correlation with a drop in desktop activity. Adobe Analytics data showed that Cyber Monday 2018—which, Adobe noted, was the single largest shopping day in US history—was the first Cyber Monday on which more than half of visits (51.4%) came from mobile.
4. High-Performing Apps Promote Engagement
Mobile apps are one of the greatest opportunities brands have to engage and convert customers, but it can’t just be an extension of your website. At a minimum, customers expect a personalized, user-friendly in-app experience—and again, they’re willing to share in order to get it. The Home Depot app is a prime example of leveraging location data to create a customized UX, highlighting products and trends based on region and even providing directions to products within the store itself.
Guide Your Customers with a Little Help from goMoxie
Contextual guidance is key to creating the personalized experience digital consumers are seeking in a mobile eCommerce app or site, with Google Research revealing 69% of smartphone users are more likely to buy from brands that help them easily find answers to their questions. Delivering relevant content at the right time will facilitate a smooth journey and transform one-time users into loyal customers.
CONTEXT from goMoxie is an automated automated intelligence solution that identifies signs of struggle and proactively delivers useful information, such as text, audio, or video content, to help customers move seamlessly through the online journey.
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Is your mobile platform equipped for the future of eCommerce? Download our mobile commerce checklist to ensure you’re fully positioned to be there for your customers when and where they need you most.
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