Without a doubt, the internet has changed the entire purchasing paradigm. Today's shoppers are able to shop virtually at any type of store they want and that's fantastic. The purchase process is perceived to be more and more simplified, which is the reason for the industry of m-commerce, or mobile commerce, be exploding.
Within this context, the numerous technological advances collaborate for a shopping experience even better. So it's not so surprising that m-commerce is responsible for over 70% of online sales worldwide.
And, according to a survey conducted by Panorama Mobile Time and Opinion Box, in August 2020, 91% of Brazilians who owned a smartphone had already purchased online through the device. In addition, according to Gartner, the forecast is that, by the end of 2021, the smartphone sales grow 10% compared to the previous year.
Given these numbers, it's easy to see that m-commerce only tends to grow, right? But you might be asking yourself: what is the essence of m-commerce that makes it so fascinating? Let's find out together!
What is m-commerce?
M-commerce, or mobile commerce, is the process of buying and selling various goods and services using mobile devices, such as smartphones and tablets. This trade is seen as the next generation of E-commerce.
Overall, there are two paths for shoppers using mobile devices:
- buy from websites using mobile;
- buy direct from the mobile app.
Note that having a website accessible to mobile devices is not enough. Developing a specific app for mobile commerce can increase profit opportunities.
What is the difference between m-commerce and e-commerce?
E-commerce is the purchase and sale of goods over the internet, via electronic systems. It encompasses the use of mobile devices, but also other types of electronic devices such as computers. On the other hand, m-commerce only encompasses the purchase and sale process carried out by mobile devices, such as smartphones and tablets.
One of the big differences between these modalities is the time of existence, since e-commerce started in the 70s and m-commerce only appeared in the 90s.
But there are many other differences between them. We list 3 below:
1) The main difference between these two purchase paths is the way the internet is applied. It is mandatory for e-commerce, while for m-commerce it is not always mandatory.
2) The second biggest difference is connectivity, which is considerably lower in e-commerce and much higher in m-commerce, based on the greater number of mobile users.
3) And finally, another essential point is utilization. While e-commerce is less simple, as it is conditioned to a more sophisticated interface and a thousand functions, m-commerce has a more simplified use for the user, in addition to the fact that it is used in the palm of your hands.
Taking these factors into consideration, it is obvious that m-commerce has a lot to offer to consumers and is a hand on the wheel for many retailers, changing their business level.
That said, let's see how to succeed in m-commerce.
How can your business be successful in m-commerce?
Now that you know the importance of mobile commerce for retail, we have selected a series of points that will contribute to the success of m-commerce sales and, consequently, to your business. Check out!
1) Create a custom mobile app
The widespread use of apps by online shoppers goes hand in hand with these factors: app speed, greater convenience and intuitiveness.
With this outlook, you will lose a lot of customers if you don't have your store available in a corresponding app. After all, 4 in 5 smartphone users use retail apps and 1 in 3 always complete a purchase on them.
What should be taken into account in applications: high quality images, product reviews, mobile coupons etc. Along with that, video content is also seen as a good way of communicating with m-clients for business purposes.
2) Optimize your online store for mobile users
To optimize the shopping experience on mobiles, your online store must have a responsive design that works, as this makes the shopping journey much easier. In addition, it allows users to complete pre- and post-purchase tasks with their smartphones, without having to change platforms at a certain point in their journey.
3) Streamline the checkout process
The real truth is that m-commerce buyers abandon their carts due to faulty checkout processes. In order to avoid such a situation, the number of steps to complete the order should be minimized. There is also the option to add “buy securely” certificates and offer a variety of payment methods, such as boleto, debit and credit card of various brands, PIX etc.
Also, adding multiple digital wallets to your online store helps to capture more mobile users. Therefore, working with renowned payment platforms, such as PayPal, will help you to succeed in this endeavor.
4) Be careful with the post-purchase experience
Shoppers in m-commerce also want access to product tracking and delivery date prediction via their smartphone, so make sure they do. Plus, get real-time shipping and tracking notifications to further improve the user experience and make them return for new purchases in the future.
5) Integrate the mobile and retail experience in-store whenever possible
offer one omnichannel shopping experience – multichannel – integrating m-commerce, the virtual store, the traditional establishment and other sales and communication channels. After all, shoppers use their mobile devices to compare products, prices, coupons or promotions. Thus, there are also many opportunities for the physical store itself through channel integration.
6) Implement a dynamic delivery strategy
While optimizing your online store for mobile shoppers, consider the real needs of your consumers. It is necessary, for example, to provide several delivery options for different customer needs, adapting each situation to a compatible price.
If someone wants a new dress with immediate delivery, it means they are willing to pay more. On the other hand, buyers who prefer low-cost or free delivery should receive suggestions that meet this need. In this way, you will be offering a satisfactory service to all buyers.
7) Use technology and APIs
To ensure a good shopping experience for your customers, use software solutions corresponding to an improvement in the fulfillment of m-commerce tasks. An example of this use is APIs (Application Program Interfaces) aimed at showing the calendar of delivery dates or providing various shipping options.
M-commerce, like e-commerce, is growing very quickly. Therefore, retailers can no longer neglect the need to invest in mobile commerce. They need to ensure a neat omnichannel shopping experience and optimize the site to be responsive and intuitive on mobile. In addition, they must ensure user safety and have experience as a top priority in their minds.
In conclusion: providing an intuitive and agile experience for mobile shoppers will meet the needs of your customers and get your business ready for success in the m-commerce landscape.
Did you like the content? So, how about knowing the main trends for the future of e-commerce? Check the text: The future of e-commerce: 10 trends for the coming years.
Updated by: Tania d'Arc