Known as next-generation e-commerce, M-commerce refers to the use of mobile phones, laptops, and tablets to conduct transactions online. It’s mainly for the purpose of buying and selling of goods and services like online shopping, online bill payment and online banking
As we are in 2019, mobile commerce will be a powerful source in the years to come. According to the study, M-commerce sales are expected to go 44.7% of total eCommerce sales in 2019 which is up from 39.6% in 2018.
Black Friday sale in 2018 has proved that more and more people shop via their phone, which increased up to 29.1% from last year. This is a significant growth of mobile sale and one cannot ignore it.
These future trends are expected to play a big role in changing mobile commerce.
Progressive Web Apps
Progressive Web Apps are the combination of best website and mobile app user experience, finding the solution for critical pain points. PWAs are fast, reliable, provides an engaging experience, intensifies conversions and revenue. You cannot ask for more from PWAs, can you?
Main features of Progressive Web Apps are key contributors for the drastic change in mobile commerce realm.
User Experience and Responsive Browsing
They only deliver the most important content to mobile users and give smooth user experience which inspires engagement and easy site exploration for users. People abandon websites which take a longer time to load. Users expect websites to load within 2 seconds. PWAs load pages so quickly without rendering
Keeping up with Emerging Markets
PWAs are capable to keep up with the emerging mobile markets where data is often at a premium. PWA’s use a fraction of mobile data compared to native apps, benefitting individuals with limited data plans. PWA’s also have minimal storage requirements, which helps in giving a great performance on customers mobile devices.
The Exceptional performance of Service workers
Service workers is a script that your browser runs in the background to handle network request and store the data locally. PWAs are enabled by them and because of that PWAs allow secure and offline browsing in no network connectivity.
Biggest eCommerce company, Ali Express transformed their mobile site into PWA. Their conversion rate surges for new users by 104% with new PWA.
AI Chatbots for the trust factor
AI chatbots are helping businesses to understand complex requests, provide personal responses to users. Users would feel trusted when online businesses place live chat support via AI chatbot.
According to Ubisend report, 1 in 5 consumers would like to purchase from a chatbot and 40% of users want a personalised deal and offers from chatbots. Users are ready to spend more than $400 through a chatbot.
Below chart shows that chatbots are even more effective than email marketing.
These features help to set up the trend for AI chatbots in m-commerce industry
Time and cost efficiency
Instead of responding to online queries manually, automating repetitive and similar questions can help an organization to save money and time. Many retailers have started to use AI chatbots for customer support and pre-sale inquiries so they can concentrate more on productive functions.
Chatbots are designed to remember customer’s choices so it will recommend related or similar products to users on their next visit. They also remind users about promotions running on the website and new products which can lead to more conversions.
Customer engagement and satisfaction
Chatbots offer quick support to customers to clear their doubts and provide an interactive way to encourage engagement with brands. This gives users satisfaction about customer service and products.
According to a Grand View Research report, the global chatbot market is projected to reach $1.23 billion in 2025.
Chatbots are now a significant part for eCommerce businesses.
Mobile-only personalized experience
Retailers nowadays are more concerned about the mobile audience and their personal experience with their online store.
They have adopted a personalized product recommendations strategy based on their traffic. For instance, if user arrived on the homepage after searching for sports equipment, eCommerce website redirects them to particular sports products section. This will help user to explore more related products of what they are looking for.
More online businesses have optimized their website to give personal emotional touch by giving free delivery to the user’s location. In addition, they also provide an extra discount on the products which are added into a cart or shortlisted in a wishlist. This strategy makes users feel that the brand actually cares for them.
Social Selling with use of social media
Social media has become an important sales funnel as a number of people who use social media is rapidly growing year by year. According to graph below, there will be 3.02 billion social network users worldwide.
Social channels continue to accept the direct buying options like messengers payments, social media for mobile commerce have provided an exceptional shopping experience to users. In addition, mobile devices offer one-touch payment method which is also responsible to surge social commerce. Users don’t require to visit the brand’s website or even their social media handles.
In another research, Internet Trends in 2018 by Mary Meeker shows that 55% of customers who find a product through social media go ahead to buy later on. Below graph shows that Facebook is the most preferred channel that people find new products from.
In other words, social commerce has filled the gap between consumers and brands on smartphones.
Omnichannel Shopping experience
Let with start-off with what Harvard Business Review found in their study with 46,000 shoppers:
Only 7% were online-only shoppers and 20% were store-only shoppers. The remaining majority, or 73%, used multiple channels during their shopping journey. We call them omnichannel customers.
In recent time, people would like to experience both – offline and online channels to get the best products with pocket-friendly prices. Before they go to in-store purchase, they prefer to research online for competitive price and to compare features. According to research, 88% of users prefer the same experience. So omnichannel is a booming trend for retailers.
On the other side, customers go to local stores to check product features and price and then they prefer to buy online because of competitive prices and to avoid long queue at check out process.
Retailers, both large and medium organization are providing an omnichannel experience by giving QR codes, SMS coupons and online coupons for a quick purchase. Many retailers now provide mobile wallet option for speedy and easy payment option.
So far, Omnichannel strategies are changing the mobile shopping experience.
Lets just put it this way, mobile commerce has changed the life of online shoppers and retailers. You can’t afford to not having a mobile-optimized website. Mobile-first user experience not only convert direct users but it also helps to capture more potential customers who are already searching online using their smartphones.
If you are a retailer and don’t want to miss mobile users, ensure that your online store is mobile-optimized and users can navigate easily on all major mobile phones.
Pete McCain is a technology startup enthusiast, associated with AppVelocity – a mobile app development company in Canada. He is keen to share his startup and technology knowledge. When he is not filled with work, he would like to roam around with his two teens.