Everyone loves to talk about eCommerce, and so they should. The eCommerce industry was worth $4.28 trillion by the end of 2020 and is predicted to be worth $5.4 trillion by the end of 2022 – according to Statista. But mCommerce is the new kid on the block, and it’s just as worthy for a conversation as eCommerce. A focus on responsive web design and the user experience, in general, has led to this monumental shift towards mobile shopping. Let’s explore below.
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The user experience focus that led us here
As a brand, a web developer, influencer, and even consumer, one of the main terms thrown around is the user experience. Brands recognize that consumers were just as interested in their browsing experience as they were in the end goal – purchasing a product or service. Now, there’s a myriad of factors that define the user experience. Responsive website design, easy navigation, clear and captivating content, and a simplified checkout experience.
All that wrapped into one led us to the mCommerce rise we see today. At the forefront is a responsive design that allows shoppers to shop using any device they wish. BigCommerce predicted that by the end of 2021, mCommerce sales should account for 54% of the total eCommerce sales. On-the-go shopping is more of a demand than ever before. Whether taking a break at work or stuck in a taxi ride home – people want to browse and purchase anywhere and at any time. No longer are they held down by the constraints of a computer.
And, there’s a difference between a website being responsive to mobile use and apps themselves. Apps are obviously specifically designed for, well, app shopping. Responsive designs also cover shoppers loading brand websites through their mobile – a must to secure those all-important fruitful leads.
The shoppers that pushed for mobile shopping
79% of smartphone users have made a purchase using their phone within the last six months. App usage, in general, has sky-rocketed, with the average person using nine different mobile apps a day. Plus, there’s been a huge rise in app usage, and with the help of social media, brands find themselves able to tap into a pool of awaiting customers at the click of a button.
Advertisements on social media give shoppers the chance to visit a store or app at one click, without actually leaving the social media app, and make a purchase. And, that’s thanks to the Millenial and Gen Z generations fuelling this change as they hold massive spending power and spend the most time online shopping and using social media apps. Going back to the one-click purchases, 69% of shopping carts were abandoned until one-click purchases became a thing. Amazon is the perfect example of this.
Shoppers can use their Buy Now button on the Amazon app. Using this, a notification pops up, allowing users to double-check that their preferred payment method and shipping address are correct, and then the purchase is made. The ease of mobile shopping thanks to one-click purchases is another reason mCommerce is on the rise.
Where is mCommerce taking us?
Shopping and consumer trends seem to change like the wind – so where is mCommerce taking us? It’s taking us towards the new era of shopping and buyer habits. The rapid change and demands for mobile shopping are forcing brands to create websites that work on mobile devices and tablets and have apps that support this.
You could say that mCommerce is taking us towards the future. Since the rise of eCommerce, it has become apparent that shoppers are shifting towards the digital era as much as brands are – especially post-pandemic. Obviously, there was a period between 2020 and 2021 where online shopping was all there was to do, and this caused eCommerce sales to sky-rocket, and they haven’t come down since.
Naturally, there are some limitations to mCommerce – but they’re more for the shopper than brand. One example is shoppers don’t have the touch and feel the experience as is when shopping in-store. That’s why a large percentage of shoppers do still go to the store to try things on. But then, on the flip-side, you have the massive number of shoppers who hate the trying-on in the store process.
For a brand maintaining a mobile app, for example, there’s the pressure of maintaining updates and ensuring content on both a website and app are up to date. Without the required app software updates, apps can quickly find themselves filled with bugs that inhibit the user experience.
The rise of mCommerce is nothing new. It has been a slow and steady rise first fuelled by eCommerce – where brands quickly noticed smartphone shopping was becoming just as popular as using other devices. It is, however, perhaps about to be the definitive turning point eCommerce needed to dominate consumer shopping preferences.