The ever-increasing role of mCommerce in online wholesale

Developments in mobile commerce (mCommerce) are transforming how people work, browse and shop online. As of March 2022, mobile devices made up 56% of internet traffic worldwide. This shift to mobile will ultimately impact your online presence, and you must consider it in future ecommerce plans. Below we outline what you should be aware of to ensure your online presence doesn’t become obsolete. Customer experience is key to mCommerce success Providing a quality customer experience, particularly on a mobile device, is essential to successful online sales. New mobile capabilities are changing how B2B customers engage with business because of convenience, portability, and time-saving features. According to forecasts, sales from mcommerce will surpass £100 billion by 2024.   However, busy customers will not tolerate a website that is slow to load or difficult to use. Research by Google revealed that over 60% of users are unlikely to return to a website that is difficult to access on a mobile device, and 40% of users said they would visit a competitor’s site instead. Therefore, you must optimise your sales and customer service channels for mobile devices.  To do this, think about the screen size, the amount of information you can display clearly, and the size of call-to-action buttons for effective navigation. For mobile, you also need to cater for single-handed use.  A responsive digital-first ecommerce platform will better help you support multi-device formats and optimise your content. For example, it will enable you to preview your content to ensure it meets the considerations above. Furthermore, once published, ecommerce solutions like Oporteo will automatically morph content according to the size and type of the device.  A mobile-first ecommerce strategy relies on seamless integration In addition to the physical practicalities of delivering a quality customer experience on mobile, content must be consistent with all other channels. Unfortunately, businesses can struggle to connect shopper interactions across touchpoints. MoEngage found that 27% of shoppers become frustrated with businesses because of inconsistent messages across channels. A further 28% said poorly personalised and irrelevant communications were their top bugbear. The solution is to have an omnichannel platform that supports cross-channel ordering, dynamic pricing, and system integration to ensure real-time information.  mCommerce is not just about having an App In the past, apps were the best way to provide an optimised customer experience on a mobile device. However, technology has moved on. Browser-based solutions such as Progressive Web Apps (PWA) offer a better user experience and have several advantages over traditional apps. Social commerce, whereby customers shop within a social network such as Instagram, is also gaining traction. As a result, experts predict that social commerce will grow three times as fast as traditional commerce by 2025, worth $1.2billion to retailers. For wholesalers, social commerce may mean promoting offers and products on social media and enabling customers to make purchases within the platform rather than navigating customers to a website.  To discover more about mCommerce and its benefits to your business, please contact us.

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