Mobile users are a vital segment for all eCommerce and retail operations. Consumers and web visitors are increasingly using smartphones for research and price checking for both brick-and-mortar retail and online shopping. EConsultancy explored the gap between the rise in mobile web traffic to eCommerce and the low conversion rate from mobile shoppers. Their report, Mobile Commerce Compendium, show that two-thirds (64%) of smartphone users who don’t conduct mobile transactions are partial to shopping online using a desktop or tablet.
Screen size is the second most popular reason for avoiding eCommerce transactions on a mobile phone. The third reason focuses on a concern over mobile security--preventing users from fully utilizing mobile Commerce.
For these reasons, it becomes imperative for a web agency or store to explore all possibilities of broader multichannel strategy involving mobile. This broader multichannel strategy may involve incorporating the mobile experience in-store or to build online / offline connections to the shopping experience.
SOURCE: eConsultancy: Toluna survey of 1,000 UK consumers
