CEM

Ecommerce in 2013: have online retailers finally figured out mobile?

It’s been another busy year for ecommerce, with one of the key themes being the widespread adoption of responsive design

But have retailers finally gotten to grips with mobile, or is there still much to be done? I lean towards the latter as, though some brands provide an excellent mobile experience, many are still woeful.

I’ve asked our ecommerce experts, agency and client-side, for their views… 

Brands face up to key mobile optimisation decisions

Ahead of the Apple App Store’s fifth birthday next month, some brands are beginning to seriously weigh up the benefits of investing in a dedicated app versus optimising their existing sites for mobile.

Choosing the most viable mobile strategy is now a major element in most businesses’ plans, and this is the key message emerging from the Mobile Experience Trends Briefing, which we recently launched with Econsultancy.

Mobile marketing is on the move

Capitalising on 2012’s success, mobile commerce is finally reaching its stride, and all the signs suggest that 2013 is a banner year for mobile.

Data shows that more and more consumers shop and buy through their mobile devices. In fact, a quick recap of 2012 shows that online shopping reached an all-time high during the 2012 Christmas period, with 30% growth on Cyber Monday alone. Sales soared and consumers flocked to their tablets, smartphones, and other mobile devices to make purchases.

What this also asserts is that marketers, ecommerce executives and retailers must examine the customer experience and eliminate customer pain points that block successful conversions for the retailer.

If a customer voices issues with mobile transactions, retailers must identify the issue and why it causes customers to react negatively, then they must resolve the issue immediately.