The importance of mobile commerce (M-Commerce)
By Cameron Furmidge, Head of Insights, Luzern eCommerce
Mobile commerce is more important than ever, as consumers increasingly rely on their smartphones and tablets to purchase. With mobile devices accounting for more than half of all internet traffic, businesses prioritising mobile optimization can gain a significant competitive advantage. By providing a seamless and convenient shopping experience across all devices, companies can boost sales, increase customer loyalty, and drive long-term growth. Considering the number of smartphone users globally, it is natural that mobile commerce has seen huge growth in the eCommerce market. When brands think about their e-commerce strategies, ensuring you are optimized for m-commerce should be an important focus. Even on Amazon, it makes sense to optimise your content and listing.
In 2022, according to Adobe Analytics, 52% of online sales during Thanksgiving were driven by m-commerce. This growth is forecast to continue, with m-commerce sales estimated to account for 43.4% of total retail e-commerce sales in 2023, up from 41.8% in 2022.
M-commerce is a convenient tool for a consumer allowing a faster, smoother, and more seamless experience that can be used anywhere, at any time. For retailers, m-commerce offers numerous possibilities, including:
- being another layer of engagement
- it can complement or replace forms of communication by using mobile programs that customers already use such as social media platforms
- features such as notifications can also be used to communicate new products or offers
In today’s digital landscape, customers demand more than ever for shopping experiences. As digital commerce evolves to a customer-centric model, meeting customer needs for consistent omnichannel experiences is becoming increasingly important.
Gone are the days of limited communication and purchasing options. Now, various new touchpoints are emerging to engage buyers and simplify the purchase process. As a business, it is essential to identify the channels that will best meet your customers' needs and ensure a consistent user experience across all of them.
Mobile Ordering on the rise
Incorporating mobile ordering is one of the most important elements of delivering a successful omnichannel experience. With mobile ordering on the rise, businesses need to invest in creating a responsive mobile website and/or downloadable app that allows customers to easily view product catalogues and make purchases with as few clicks as possible.
For businesses serious about optimizing their digital commerce initiatives, several key strategies can help. For starters, some businesses utilise personalization to create unique customer experiences. By understanding customer preferences and creating tailored experiences, businesses can deliver better customer experiences and increase sales.
In addition, businesses are also exploring ways to optimize the checkout process. For example, many businesses are embracing technologies like artificial intelligence (AI) and machine learning (ML) to simplify the checkout process, reduce the number of steps needed to complete a purchase, and improve the overall user experience.
Finally, businesses are embracing the power of data to improve their digital commerce operations. By leveraging customer data, businesses are better equipped to understand customer behaviours, develop more effective strategies, and create better overall customer experiences.
By utilizing the strategies mentioned above, businesses can make significant strides in improving their digital commerce operations, delivering more consistent and engaging omnichannel experiences, and optimizing the customer journey.
2022 UK Christmas Delivery Rush: Last-Minute Shoppers Flocked to Mobile Apps as Royal Mail Faced Union Strikes
In the UK, the Christmas delivery rush was a significant event that affected many people. With the Communication Workers Union strike affecting Royal Mail, there were growing concerns in the public that cards and presents wouldn't reach their intended recipients in time for Christmas. According to Royal Mail's website, the last posting dates for 1st class and tracked 24 were Friday 16th December and Monday 19th December respectively.
Interestingly, there was a spike on 17th December, the last weekend before Christmas and the last weekend to get orders in to be delivered on time in the UK. According to Luzern's data, traffic on Amazon UK was 2.3 times higher on that day than January to November's average and 1.7 times higher than December's average. Additionally, mobile app usage increased from 53% to 61% in just one week before the last day to place orders. People order on the app whenever they can during the cut-off date.
Mobile commerce has become increasingly important as consumers rely on their smartphones and tablets to purchase products. With mobile devices accounting for more than half of all internet traffic, businesses prioritizing mobile optimization can gain a significant competitive advantage. M-commerce offers a fast, smooth, and seamless experience that can be used anywhere, at any time. Incorporating mobile ordering is one of the most critical elements of delivering a successful omnichannel experience. Businesses must create a responsive mobile website and/or downloadable app that allows customers to easily view product catalogues and make purchases with as few clicks as possible.
In conclusion, meeting customer needs for consistent omnichannel experiences is becoming increasingly essential. By utilizing personalization, optimizing the checkout process, embracing data analytics, and investing in mobile optimization, businesses can significantly improve their digital commerce operations and optimise the customer journey. The 2022 UK Christmas delivery rush highlighted how last-minute shoppers flocked to mobile apps due to Royal Mail facing union strikes. These statistics show the importance of mobile commerce in today's digital landscape and how it can help businesses increase sales, drive long-term growth, and improve customer loyalty.
ABOUT LUZERN ECOMMERCE
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