The growing adoption of smartphones and tablet computers enables companies to convey their messages and attract consumers through new media. Being influenced by what they see appear at any time of day on their mobile devices, consumers materialize more easily and quickly the act of purchase.
For the first time, in 2014, the number of products available on mobile devices by consumers in the United States exceeded that recorded on computers . Mobile commerce (or m-commerce) is defined as the new generation of e-commerce. It is no longer considered an exclusive practice for first-time adopters ( early adopters ) but as a buying habit that reaches all consumers. What are the main trends?
Great players offer more and more toolsDid you notice the appearance of new buttons “Buy” on the various social media platforms? The year 2015 was an important year of revolution, with the arrival of the “Buy” button on Facebook, Twitter, Pinterest and Instagram. In 2014, the top 500 retailers have generated as much as $ 3.3 billion through social shopping , that is to say, the purchase by social media.
Launched in 2014, Apple Pay allows consumers to pay via credit card on the latest versions of the iPhone, iPad and even the Apple Watch. More than one million credit cards were recorded on Apple Pay in the first three days of its operation. For its part,Starbucks has managed to generate 16% of total payment transactions via its mobile app .
In the US, experts estimate that by the end of 2017, more than $ 90 billion will be spent via mobile payment, an increase of more significant in comparison with the $ 12.8 billion recorded in 2012.
The expansion of the mobile force brands to optimize their online shopping cartAlthough the period of the 2015 holiday season has seen a record ceiling in the use of mobile, more than two out of three Internet users will add items to their shopping cart in line without completing their purchase , thus making lose more than 18 billion dollars annually for businesses. More than ever, online stores must be adapted to mobile (responsive) to provide an optimal experience for consumers and encourage them to realize their purchases. As a trader, bet on simplicity, speed and intuitive navigation by wearing your attention to the steps of payments and the route of users rather than the number of clicks.
Mobile browsing will be less and less exclusive to smartphonesAlthough smartphones impose their dominance on desktop computers , the concept of mobility is not limited to smart phones or even tablets. According to predictions , by 2019, two out of five Internet users will use wearable computers, commonly called wearables . the launch of the Apple Watch in 2015 represents an important turning point in the field of smart watches and wearable computers , coming second behind FitBit watches.
The retail trade will prevail
The clothing industry and luxury is one that generates the most mobile transactions. According to a study by Criteo who analyzed data on individual transactions 60 billion in annual sales through 3,000 retail sites online, over 30% of transactions in the fashion industry have been carried out through a mobile device. Consumers most reluctant to use their tablet to make purchases and to control the values that surpass those made on a computer. According to figures from the same study, large retailers, generating over 25% of their electronic transactions on the mobile. Ultimately, it is more than 20% of online sales of various vertical (sporting goods, cosmetics, etc.) in the retail sector that are performed by mobile.
What should retain businesses?
At the rate at which technologies evolve, companies must keep abreast of new trends to enable to offer consumers an experience that matches their reality and their changing consumption habits. Marketing professionals should also consider the diversity of devices used by consumers to make their purchase in order to adapt their communication strategies and optimize the customer experience on each platform.
With the new tools of the great players, new mobile compatibility constraints and the growing importance of user experience, combined with record profits related to mobile commerce, any trader must pay close attention to the issues and the impact mobile commerce, considering that this mode of consumption continue only increase over the coming years.