Mobile commerce is growing at an accelerated rate of almost three times faster than all of e-commerce. In just last two years, e-commerce sales driven from smartphones have more than doubled. Sales via desktops and tablets have been declining.
Shoppers are embracing mobile as their preferred device for shopping while switching from desktop and tablets.
Why? Shoppers are using mobile devices for a variety reasons to help aid their shopping. They are researching, price comparing, couponing, showrooming, webrooming, searching for a store, reading reviews, using retail apps and even purchasing products. Smartphones are becoming a trusted advisor and helping influence shoppers in their purchase decisions. Free in-store WiFi makes it easier for retailers to offer shoppers messages, coupons and promotions. It also makes it convenient for shoppers to use their phone to research items, read reviews and compare prices while they are still in the store. This helps them decide whether they want to purchase the item in that specific store, or at another retailer or from a digital channel. Retailers should develop a comprehensive mobile strategy to assist shoppers with their mobile quests and create a mobile experience that is personalized, integrated and available 24/7.