In 2014, global eCommerce sales reached $1.5 trillion; significant parts of those sales were from mobile devices. Industry players of the world of eCommerce have realized that mobile commerce is the way to move forward. With Google altering its search algorithm to suit mobile devices, it is obvious that mobile commerce is the next big thing in the eCommerce industry.
The travel and booking sub-industry within eCommerce jump-started the mobile commerce. This sub-industry made it possible for customers to book travel tickets on the go. Customers were now expecting this with every eCommerce entity they encounter. With many eCommerce websites already adapting to accommodate mobile commerce, here are the challenges faced by them:
- Mobile App or Responsive Website: To address the need of their customers businesses are often faced with the dilemma of choosing between a mobile app and a responsive site (a separate mobile site is no longer an option being considered). Both have their own merits and demerits. While app might be a good way to start, building a mobile app is far more expensive than building a responsive website. In addition, studies have shown that 67% of mobile users are more likely to visit a responsive website and make purchases than on a mobile app. Many organizations choose either of the two; we recommend, if you can, building a responsive website first and then a mobile app.
- Security: Users are paranoid about their data when it comes to the virtual world. They are ever so worried when it comes to wireless connections. The main reason why mobile commerce is still not as prevalent as conventional eCommerce is the lack of security, especially when it comes to mobile payments. With options like virtual wallets, this risk is mitigated to some extent.
- Screen Size: Although it might sound absurd, many users find the small screen of a mobile device hindering. This can be a challenge when it comes to providing a user-friendly service. In addition, maintaining consistency across various channels like mobile responsive website, mobile app and official website can be a challenge. In addition to this, the content that is on the website also needs to be crisp. With smaller screens, the images and content should effectively convey the message across and must draw the customer to buy any item.
- Future-Proof: While you plan to build a responsive website for mobile devices, make sure you build it in line with your future expansions plans. In addition, make it easy for the website to be modified in newer platforms like smart TV’s, smart watches, game consoles, etc.
- Connectivity and Hosting: Another major challenge in mobile commerce is speed and reliability. According to a survey and study, an average person spends only a few seconds on a new website before making a judgment. If your website is not properly hosted, your site will not only be slow but also the chances of a transaction going wrong are high, resulting in irritated and unhappy customers and unpleasant customer support calls.
- Marketing: Mobile commerce needs a different set of marketing strategies. This can be a challenge as many companies follow a strict marketing calendar and most of them do not consider mobile phones. Marketing in mobile commerce can mean everything. Whatever your campaign, it reaches your consumers no matter where they are. This can be either a challenge or a great success strategy when done right.
Many platforms offer responsive designs and choosing the right one makes all the difference. Magento is among the leading platforms that offers a similar experience across all devices. With it you can be rest assured that your eCommerce solution (Magento) is capable of handling your mobile Commerce as well.
This has been a blog on the challenges faced by eCommerce websites wanting to adapt mobile commerce. What are your thoughts about it? Share your feedback and suggestions by commenting below.