Inside this article
Slowly but steadily, mobile commerce is becoming the new way to shop online. Long gone is the idea that eCommerce and online sales take place on desktops. But what is m-Commerce?
What is mobile commerce?
Mobile commerce, also known as m-commerce, is an eCommerce modality that uses wireless handheld devices like smartphones and tablets to conduct commercial transactions online (like online sales).
M-Commerce encompasses the customer’s journey as a whole and opens the door to a sea of possibilities and trading strategies.
However, not all businesses manage to find the right m-Commerce strategy. Many simply settle for a similar methodology across all channels and devices, without considering their specifications. And that’s a mistake we wouldn’t want you to make.
Benefits of m-Commerce
Having a business that is m-Commerce-friendly means:
- More market coverage and selling opportunities
- Better customer experience due to a responsive design
- Increased conversion rate on mobile devices
- Lower cart abandonment rate (fewer resources put into bringing customers back)
6 keys to moving to m-Commerce
We have compiled 6 keys that will help you optimize your online store for this new environment.
1. Analyze your starting situation
The golden rule for any business is to assess the feasibility of the project. We have already stated that m-Commerce is booming. However, this doesn’t mean that it’s recommended for every business. For instance, in the case of B2Bs, sales tend to happen through a desktop device.
Luckily, you can use a tool like Google Analytics to see exactly where your buyers are coming from and use percentages to come to a clarifying conclusion.
2. Design a specific navigation flow for m-Commerce
If you want to attract potential customers through a mobile device and convert them into repeat customers, you’ll need an intuitive and accessible design. This is what is normally referred to as responsive design.
Keep in mind that the use of mobile phones tends to be combined with other activities. More distractions mean fewer chances to close the deal. To avoid this, consider following these tips:
- Create buttons, CTAs, descriptions, and logos that catch the reader’s attention
- Include search bars, navigation menus, and special catalogs
- Avoid using pop-ups as much as possible, as they will draw attention away
- Prioritize image over text
- Optimize the loading speed of your website through image-sizing reduction
- Enable automatic logins
3. Prioritize paid advertising on social media
Depending on the habits of your customers, consider creating promoted content on your social media platforms. Generally speaking, it can be easier to reach your potential and existing customers through these platforms than through organic searches.
However, if you find that social media isn’t a powerful tool for your online store, simply sticking with Google Ads will do the job. The important thing here is to analyze what can or can’t work for you and monitor the results.
In this way, you’ll be able to target your campaigns more effectively and increase the conversion rate.
Take into account the differences between each social media platform. Facebook marketplace may require a more direct and aggressive approach, while on Instagram you’ll need to be more original.
Do your customers use m-Commerce but not social networks? Find out which digital platforms they spend most of their time on and use them for communication and marketing.
4. Mobile commerce-friendly customer service
Any doubt that your customer or potential customer may have should be addressed and answered ideally through the same channel. This means that if they are using a mobile device, they should be able to contact you and enable a communication channel compatible with that same device.
This is the case with mobile responsive chat tools. Thanks to these, users can contact customer service with their phones and receive automatic responses to receive an answer for a frequently asked question, effectively reducing the workload in the customer service department.
5. Enable quick payment at checkout
Cart abandonment rate is usually higher in smartphones. This is one of the biggest challenges you’ll face.
To alleviate this situation, simplify the purchasing process and enable the appropriate payment options, like one-click payments.
This is possible through the automated completion of billing information. In this way, customers won’t need to enter this information manually every time they make a purchase. This simple task becomes more difficult on mobile devices since the keyboard and screen are smaller.
Optimized checkout is always a great idea, whether we talk about m-Commerce or eCommerce.
6. Adapt post-checkout processes to the requirements of mobile commerce
How you treat your customer after the sale will determine whether they come back to you or check out your competitors in the future.
This means that all post-checkout activities should revolve around the customer regardless of if we talk about m-Commerce, q-Commerce, or eCommerce.
For example, if you want to provide a quality tracking service, avoid the generic portals of couriers by creating your own custom-made and buyer-oriented tracking page. Additionally, you can send automatic emails to let your customers know if there’s a change in the status or location of their parcel.
Obviously, when a customer is used to purchasing online through the phone, the chances of them using a mobile device to consult the status or location of their parcel are higher. This means that tracking portals and emails should be designed with this in mind.
One of the best and most intuitive post-checkout platforms is Outvio. Customize the post-checkout communications with your customers through a tracking portal, a returns page, and automated emails that keep them informed on the status of their order.
What’s the difference between mCommerce and eCommerce?
The difference between e-Commerce and m-Commerce lies in the medium through which an online sale is made. Sales that come through m-Commerce are purely and solely made through a mobile device like a tablet or smartphone, whereas e-Commerce sales are made online, regardless of the device.
The way customers shop changes every day. Automate dozens of tasks and prepare your online store to create the most successful m-Commerce strategy.
After knowing what is m-Commerce, the benefits it brings to your online store and our tips to adapt your strategy to mobile devices and the purchases that happen, from start to finish, through that medium, it will be easier to boost your mobile sales.