The medium by which users purchase using their mobile phones is a trend that continues to rise, and will continue to do so in the future. There are a number of reasons why this trend will be here to stay. However, as with most things, technology and infrastructure can slow the rate to which this trend rises down.
With this rapid growth and increased usage of smart phones for more ‘everyday’ activities, such as shopping, booking tables at restaurants and socialising through social network sites, consumers are demanding more and more from companies, and in particular retailers, with an m-commerce channel.
A recent study, by eDigital Research, shows that although many e-tailers, although already held in high regard, are struggling to meet the higher demands of consumers and their expectation when it comes to technology and the use of mobile applications and websites.
With the rapid growth and increased usage of mobile phones for every day activities such as shopping, consumers are now demanding more from retailers’ m-commerce channels.
According to the research even e-tailers that offer a simply, and sometimes limited, mobile solution such as a ‘click and collect’ service were also said to be missing out on a huge potential revenue stream.
Derek Eccleston, Research Director at eDigital Research, said: “As more and more people begin to use their smart phones to shop and browse online, it is crucial that retailers begin to operate in their customers’ spaces, developing mobile sites and investing in mobile strategies as consumer behavior continues to evolve.”
Although Derek made a fine point, the secret of success is to have a multi-channel strategy and to keep as many commercial doors open to the consumer as possible.