Is Your Business Ready for Mobile Commerce? Tips to get started in 2015



Nothing stands still in digital for long, and with a new year comes new consumer developments and considerations for your business. In 2015, mobile commerce (or m-commerce) is earmarked as one to watch, as last year alone over one-quarter of online sales in the UK for example took place via smartphones and tablets.

Why M-Commerce?

With increased security and improved consumer confidence, mobile is fast becoming one of the most popular ways to browse the web, let alone shop. This development has seen Google add a mobile friendly accreditation to search results, actively highlighting pages that are optimised for devices. With the backing of the largest search engine in the world, now is the time to check whether your business is equipped for this evolving change in purchasing habits.

Know Your Audience

If you dont know your audience, you wont understand if, or how, m-commerce is relevant to them. Its important to look at all aspects of the customer journey, including site analytics, cultural influences, social media preferences, and purchasing habits to fully understand how your consumer uses their phone.

Sometimes, m-commerce may not be relevant. For example, a company selling to a much older demographic who are unlikely to have a smartphone (let alone use it to purchase online), might not need to optimise for m-commerce. However, a retailer with a broad audience of people with busy lifestyles and access to the latest smartphones, should be making changes.

These are a few questions you should be asking about m-commerce and your business:

  • Is my audience using m-commerce, and if so how and why? Are they researching products online and then purchasing in-store, or purchasing through their phones or tablets directly? Is this related to their lifestyle?
  • Is my website optimised for mobile? Do my customers have an easy-to-use and rich customer journey on mobile as they do from a desktop? Does my website display on mobile screens effectively and encourage continued engagement?
  • If my audience is buying through mobile, am I converting enough traffic? Do I need to look at my payment methods to improve views on security and trust factors? Is my order journey too complex? Do I have enough rich content on my site to encourage conversion?
  • Whats driving my audience to purchase through mobile? Are they being referred by social, by influencers or by news sites whilst on the go? Are they sharing their purchases or talking about their potential buys?

Once youve evaluated your offering, you can start to build an effective m-commerce strategy for your audience.

Know your International Markets

Operating overseas? M-commerce isnt a one-size-fits-all approach, and different countries and demographics have varying viewpoints when it comes to using phones for purchasing. Its important to research your international markets thoroughly to understand how your audiences differ, and how you can facilitate and optimise for their needs.

Heres a snapshot of how m-commerce fares in markets across the globe: