Among the main growth drivers that e-merchants will rely on in the coming years, mobile is a priority for more than one out of every two e-merchants. The announcement of a deployment of Google’s mobile-first indexing in 2018 clearly corroborates this fundamental trend.
We read it regularly, the share of mobile in online sales is constantly increasing. It now represents 33% of online transactions, according to the same source. However, this share is still lower than in other markets: in the United Kingdom, for example, the share of mobile transactions in total online transactions is 38%, Spain 35% and Brazil 34%.
The mobile is no longer considered as a simple additional channel of sale, on which one must be performing because of a growing audience that cannot be ignored. Today, the mobile opens up new prospects for e-commerce. The functionalities, applications and features that are specific to the mobile device are all assets that can meet the main stakes of e-merchants.
First, to improve the conversion. Initially we know that it is lower than on a computer given the small screen size of the devices (except for applications that concern a faithful customer profile). By increasing the size of screens and developing new applications such as image recognition for example, the search for a product, often a tedious step on a mobile, is gradually becoming easier. This type of evolution contributes to the improvement of the purchasing experience and, to a certain extent, will make it possible to optimize the online ordering tunnel.
Then to develop “omnicanality”. The reading of the bar code which allows to find and to order an article unavailable in store constitutes an unstoppable weapon. It makes it possible to transform an unsuccessful shop sale into Web order and above all, and this is the main thing, not to lose a sale. This type of application inherent to the mobile is increasingly proposed demonstrates, if it was still needed, that the sellers stopped reasoning in silo.
We also know the important efforts used by e-merchants to avoid any friction in the order process especially at the stage of the transaction ; The new online payment solutions integrated with mobile, when they are more widespread, will also make it possible to significantly improve the act of purchase via mobile by making it even more fluid. By paying in a click or via the fingerprint reader, buying on mobile becomes convenient. For the marketing professionals, it is also a great opportunity to encourage the purchase of impulse initiated for example by push emails or notifications.
Social networks, a major road of e-commerce development, generate 80% of the audience via mobile. 73% of e-retailers will rely on social networks to accelerate their growth. Here too the mobile has a central role to play as it has become inseparable from the use of social networks. Whether it is for its customer referral power or hence directly to buy, social networks will form with the mobile the winning combo of the e-commerce future.
But the main advantage of the mobile for e-merchants is that it is associated with a single user, unlike the computer that is intended to be shared. The mobile is a personal tool, mostly attached to a single individual therefore a single profile. The amount of information it contains is a real gold mine for those who know how to decipher them, especially thanks to the new possibilities offered by artificial intelligence. But the first and indispensable step is first of all to catch them.
Customers appreciate when the brands websites show special attention or aimed at them in a personalized way. The sites have understood this and are striving to develop more and more in their communication a kind of closeness with their customers. The personalization of customer relations is now at the heart of the marketing strategies of e-merchants. This is what emerges in a study, where it is learned that 79% of e-commerce consider the customization of their offer as the main lever of growth for years to come. There is no doubt that to help them achieve this goal, mobile will be a key tool of customer acquisition that will benefit the entire retail ecosystem.