E-commerce has radically transformed the way we buy and consume products. Although computers still play a significant role in online transactions, mobile devices are emerging as undisputed protagonists. These devices have modified not only consumer behavior, but also the commercial strategies of the companies.
The dominant presence of mobile in e-commerce
According to a study conducted by Criteo, a marketing specialist, four out of ten purchases made on eCommerce platforms are made through multiple devices or channels. Within this context, approximately one third of such operations are completed from smart phones or tablets. This suggests that consumers are increasingly using their mobile devices not only to search for products, but also to complete purchases.
Mobile Shopping and Its Impact on Retailers
In the retail segment, the mobile sales have experienced accelerated growth. According to figures from the last quarter of 2015, transactions through mobile devices grew by XNUMX% 15% year-on-year. It is worth noting that tablet users generated a average purchase value higher compared to smartphones.
Leading Devices and Platforms
iOS devices, such as iPhones and iPads, stand out in this area by generating purchase values. higher then to the average. In the United States, smartphones represent 60% of all mobile transactions, consolidating itself as the preferred option for making purchases.
The rise of multiple device use
Another relevant fact is the Increased use of multiple devices in the purchasing process. Around the 40% of transactions involved more than one device or channel. In addition, nearly 37% of shoppers who completed their purchases on computers previously visited the same site from other devices. This trend highlights the importance of integrating omnichannel strategies to maximize conversion opportunities.
Adapting eCommerce to the mobile experience
Mobile-friendly design is not just an option; it is a necessity. Two common approaches in this area are:
- Responsive Web Design: The implementation of HTML and CSS that automatically adjust to any screen size.
- Dynamic publication: Mobile-specific and optimized version, with a unique design and improved service delivery.
Both methods are designed to improve the accessibility and user experience, eliminating barriers such as illegible text and poorly sized buttons.
Strategies to maximize mobile sales
With mobile commerce accounting for a significant fraction of total eCommerce sales, it is essential to implement specific strategies to maximize impact:
- Charging speed: Websites and apps that take more than 3 seconds to load may lose leads.
- Simplified menus: Removing unnecessary categories improves the navigation on mobile screens.
- Optimizing for contactless payments: Platforms like Boku and Dwolla are transforming the mobile transactions.
- Augmented reality integration: This allows users to visualize products in their environment before making a purchase.
Mobile commerce in the future
The continued adoption of emerging technologies such as 5G, virtual reality and the Internet of Things will continue to transform mobile commerce. This will allow companies to provide more personalized shopping experiences and enveloping.
Mobile devices are undoubtedly defining the e-commerce landscape. Taking advantage of their potential is crucial for businesses looking to stay competitive in an increasingly digitalized environment.