There seems to be some confusion about what exactly constitutes mCommerce.
For the sake of this article, we’ll define it as “the sale or purchase of goods and services via mobile/wireless devices.” This includes apps, as well as mobile-optimized webpages.
While the ability to conduct commerce via a mobile platform is a given in industries like music, apps and games, mobile commerce (or mCommerce) is becoming more and more relevant for other industries in and out of the retail sector. For example, in the B2B world, a recent survey of C-level executives found that 77% use their smartphone to research and ultimately purchase products and services for their businesses.
Some other interesting facts:
- By 2017, total transactions conducted via mobile handsets and tablets will be in excess of $120 billion.
- Mobile websites are no longer an afterthought for major brands. Instead, they are a crucial component in an overall omni-channel customer experience.
- Payment methods like Apple Pay, Android Pay, Samsung Pay, and new EMV Chip Cards are expected to gain wide acceptance in 2015, making them the driving force of mCommerce growth for the next few years.
- It’s predicted that by 2017, mobile-initiated transactions will exceed those conducted from desktop and laptop computers.
Where Leading Companies are Succeeding
Given the widespread and growing usage of mobile phones and tablets to make purchases, it’s wise for business owners to make sure their online transaction process is as smooth, easy and secure as it can be.
Any friction at the point of sale can interrupt an otherwise enthusiastic purchase. All the marketing dollars spent to get the consumer on your site, and ready to purchase, is squandered if a few key areas aren’t addressed.
Some key considerations:
Mobile purchases require the entering of the same information as online transactions made from laptop and desktop computers with 20″ monitors. However, all the pinching and zooming required to enter credit card and shipping details on some platforms make mCommerce transactions anything but streamlined.
In this case, it’s absolutely necessary to make sure your site is mobile-friendly … that is if you want to capture the maximum amount of online sales.
While some purchases are a no-brainer for mCommerce transactions, it’s important to understand that certain purchases will likely start on a mobile platform, but ultimately take place in a brick-and-mortar environment.
While we may book a hotel on our smartphones, we’ll likely purchase a car in person. However, a good mobile strategy that incentivizes consumers to visit a showroom can increase conversions significantly.
Keep an open mind, and consider how your customers interact with technology and your business. You may discover opportunities for a blended experience.
Users of the leading restaurant reservations app, OpenTable, sometimes receive a mobile notification 20-30 minutes after their reservation time. The clever folks at OpenTable have determined that now might just about be the time that you are looking for someone to bring you your check. With OpenTable, consumers can pay their bill, tip their server, and be on their way when they want to — and without waiting to complete the multiple and largely manual steps involved in the traditional payment process.
Restauranteurs like how this streamlines the customer experience, and improves their ability to serve more customers each night. They’ve also found that the 18-35 demographic enjoys using technology this way, so much so that it has significantly improved brand loyalty.
The largest impediment to mCommerce success might be the ability to execute and educate consumers on a robust security initiative based around your mCommerce activities. Mobile fraud is now a major problem, with fraud rates much higher than you might expect. Revenue lost to fraud via mCommerce increased by 70% between 2013 and 2014. Payment processing partners with a strong background in software integration and data security are a key ingredient to a successful strategy.
Mobile devices are already a huge part of daily life for consumers. Each year device makers find clever, new ways to increase usage even more by consumers, industry and government. The trend is already moving toward more mobile-initiated transactions, and it’s not slowing down … it’s speeding up!
If you’re looking for more guidance on leveraging mCommerce for your business, give me a call at 267.287.1035 or send me an email at firstname.lastname@example.org. I’d be happy to have a quick chat to learn more about your business and your goals.
Image courtesy of pixabay.com
Rick is a Business Development Executive with over 20 years of experience running a successful membership-based company built around a lucrative recurring revenue business model. As an Executive for Constellation Payments, a fully integrated and proprietary payment gateway and merchant service provider, as well as for Member Solutions, a leading provider of full-service billing for enterprise businesses, Rick enjoys working through complex business models, and leveraging proven payment processing strategies for maximum effect.
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