For retailers and consumers, mobile matters more than ever before. Apps are becoming a favored channel for online shopping, and m-commerce is expected to become a $250 billion market by 2020. As a result, it’s vitally important that businesses ensure their e-commerce fulfillment strategy meets changing consumer expectations driven by the immediacy of mobile shopping.
Why is m-commerce growing in popularity?
There are numerous drivers behind the growth of m-commerce. First, mobile internet usage now consistently outpaces desktop usage. According to StatCounter, as of 2016 more people are accessing the internet via mobile devices than desktop computers.
The convenience of mobile devices suits the buying habits of online shoppers, while the accessibility of smartphones makes it easy to quickly find products and make a purchase on the run. “Consumers have 24/7 access to their smartphones and utilize them consistently for both browsing and buying,” says Louis DeJianne, director of retail strategy at UPS. “It’s an always-on world now.”
The increased user-friendliness of mobile devices is another significant factor. The average smartphone display size has grown in recent years, and phablets (smartphones with a screen size of 5.5 inches to 7 inches) are poised to overtake regular smartphone shipments by 2019, according to research from the IDC.
Finally, the normalization of mobile apps, mobile-optimized websites and mobile-dedicated websites has made mobile shopping significantly easier for consumers, helping to cement m-commerce as a staple of the retail landscape. With almost half (48 percent) of smartphone users using their devices to shop online, as noted in the 2017 UPS Pulse of the Online Shopper™ study, it’s clear that the ubiquity of smartphones is continuing to power the growth of m-commerce.
How can your business succeed in an m-commerce world?
Here are seven steps your business can take to address consumer mobile demands and thrive in the booming m-commerce landscape:
What does the future of m-commerce look like?
According to DeJianne, in the future, we’ll see a greater emphasis on app-commerce. “Apps will continue to evolve to provide the customer experience, but there will also be efforts to make mobile websites more dynamic,” DeJianne says.
With the advent of value-added push notifications, location-based proximity marketing and personalized offers, apps will become not only a channel for online shopping, but a direct way to communicate with customers, giving you a better opportunity to deepen your consumer relationships and improve public perception of your business.
According to research from Localytics, targeted push notifications can improve app engagement by as much as 171 percent, indicating that personalized, data-driven customer engagement could loom large in the future of mobile commerce.
You can also expect to see increasingly widespread adoption of m-commerce among younger buyers. According to a recent white paper from Bronto, as many as 92 percent of millennials have made a purchase with their mobile phone, while Gen Xers and baby boomers are rapidly adjusting their shopping habits to include mobile.
By providing mobile buyers with a user-friendly, streamlined experience, you can meet customer expectations and position your business for success within the m-commerce landscape.
Read more about how mobile is changing the retail landscape in the UPS Pulse of the Online Shopper.
Sign up for email offers, insights, and industry news that can help improve your shipping. You can manage your preferences at any time.
News and Insights to help you ship smarter
Service Updates to alert you to severe weather and events impacting operations
Promotions and Offers to help you get the most for your money
Product News to keep you up-to-date on new services, tools, and features