Custora projects mobile Ecommerce sales to reach $50 billion by the end of 2014. As an increasing industry, the landscape of mobile Ecommerce is now changing to accommodate consumers with an automated, one-stop shop experience.
MOBILE ECOMMERCE AND PAID MEDIA
By 2015, mobile usage will make up 50 percent of all paid search clicks on Google, according to a report from Marin Software. By simplifying ad experiences, marketers must understand how and what people are searching on their mobile devices. When it comes to buying products, mobile consumers tend to make inexpensive and impulsive transactions. It is even more common for a consumer to research on a mobile device and finish their journey on a desktop, according to data from Search Engine Land.
SEAMLESS Mobile EXPERIENCE
Mobile Ecommerce is a booming market but keeping a mobile shopper interested until checkout remains a challenge. Ecommerce website Blue Stout found that over 60 percent of online shoppers abandoned their carts before completing a purchase. In many cases, the inconvenient checkout process tends to discourage customers.
Startup companies like Keep are creating a simplified consumer journey—an all-inclusive shopping cart that can work from website to website. Similar to Pinterest, the mobile app will allow users to browse products all over the Web and add purchases to its OneCart feature, then will allow check out with multiple purchases.
Like other third party digital applications, Keep would direct consumers off the original Ecommerce retailer website, which diverts the consumer journey off-site. This forces businesses to use an off-site cart that they ultimately have little control over.
Facebook and Starbucks are also bringing the in-store experience to a mobile application. Facebook is testing a ‘Buy’ button that allows users to directly purchase a product from a business without actually leaving the social network, and Starbucks is testing a way for consumers to purchase coffee in an actual retail location from their mobile application.
Soon enough, a consumer will be able to order a coffee directly from the Starbucks mobile app, purchase new shoes from DSW, and buy a new dishwasher on Facebook faster than the time it takes to commute to work.
Google Analytics’ latest update—Enhanced Ecommerce—elaborates on Universal Analytics’ user-centric perspective. Enhanced Ecommerce can track the user’s journey to the shopping cart by looking at measurements such as clicks on product links, impressions, and additions or removals from the cart. For more information on how measurement interacts with mobile eCommerce, check out our July Buzz presentation, Updating Your Analytics Toolbox: Measurement Solutions for 2014.
With more customers shopping on their phones and tablets, marketers should start taking steps to accommodate and to react as mobile Ecommerce grows. Here at Nina Hale, Inc., we are continuing to develop our digital toolbox to prepare for the unique obstacles businesses face. We are excited about the potential growth opportunities that we see in mobile Ecommerce.