Mobile phones are everywhere, making them an impactful tool for businesses. Nearly 90% of cell phones worldwide are smartphones, and the majority of the world’s population already owns one. This shift has made mobile commerce an essential part of the retail industry, allowing customers to shop and make payments from their devices without being tied to a physical store or desktop.
Improved mobile networks made mCommerce applications possible. The introduction of 2G in the 1990s made mobile usage more efficient, but internet access alone wasn’t enough to drive mobile shopping. It took 3G and 4G advancements to provide faster speeds and better multimedia services, allowing businesses to create seamless shopping experiences.
A study by Square found that 98% of buyers want to interact with businesses through their phones, making mobile shopping a preferred choice. As mobile transactions continue to rise, your business needs to adopt mCommerce to stay competitive. This blog will outline the components, the best strategies, and some emerging trends in mCommerce.
Meaning of mCommerce
Mobile commerce, or mCommerce, refers to the buying and selling of products and services through mobile devices like smartphones and tablets. It is a form of eCommerce that allows users to engage in commercial activities without needing a desktop computer. With the rise of mobile devices, this form of commerce has become increasingly popular.
mCommerce enables users to complete various tasks, such as online shopping, banking, and accessing information services, all from handheld devices. For example, a small business owner can sell their products at a local fair using a mobile payment solution. Similarly, people can check sports scores and weather updates or even conduct financial transactions, like paying bills or transferring money.
Over time, the delivery of content through mobile devices has improved. Faster and more secure technology has made mCommerce easier and more accessible. Digital wallets like Apple Pay and Google Pay enable users to pay for goods and services without the need for traditional methods like cash or cards.
Broad Components of an eCommerce Mobile Application
When creating an eCommerce mobile app, focusing on key components that enhance functionality and user experience is important.
- Simple Registration Process: The onboarding process of your mobile app/website should contain not more than six fields. Ask for the relevant details like email address, mobile number, and shipping address. Other preferences can be recorded as the user interacts with the application.
- Product Descriptions and Images: The product images and descriptions in your mobile app/ website should be optimised. As space is less, the content should be written in a crisp and catchy manner. You must not emulate the same material like that on the website, and vice versa as the platforms are different and the people access them with different intent.
- Easy Checkout Process: The checkout process on the app must be short. It should not have many steps, and all necessary details must be recorded early on. To provide users with a seamless experience, you can also synchronise the app and website so that the user can log in directly without entering the details twice.
- Payment Gateway: The payment gateway you choose must have maximum payment options that support mobile payments. These provide users with multiple payment options, which in turn will enable them to make purchases sooner.
- Analytics: Analytics plays a critical role in any website/mobile application. Therefore, when you set up your app/mobile site, enter an analytics tracker in the framework, just like you would do for your website.
- Customer Support: An essential aspect of every eCommerce front. A mobile app, website, etc. are just fronts to your store. Customer support will always be necessary to tackle complaints, queries, etc. You must choose software that accommodates mobile-based platforms, and the team must be trained to look into complaints in a practical fashion.
- Order Fulfillment: Even though this does not affect the user directly; it is imperative for your store. You have to make sure that the orders coming in from the mobile app or website are in sync with your shipping software. You can use platforms like Shiprocket that enable you to ship across India at rates starting at Rs. 27/500 gms. Also, you can directly sync your shop with their dashboard to automatically import orders.
Effective mCommerce Strategies to Grow Your Brand
To succeed in this competitive market, consider the following mobile commerce strategy for your business.
- Prioritise App Development
If your business does not already have a dedicated mobile app, it’s time to consider building one. A well-developed app can simplify the shopping experience, offering direct interactions with your customers. Enabling easy product browsing and a seamless checkout process improves customer satisfaction and encourages repeat business.
- Focus on Design
Mobile-friendly design goes beyond just ensuring that content fits the small screen. Consider how consumers interact with their phones. Ensure buttons are large enough to press and that important elements are easily accessible. Bad design can frustrate and drive users away. Additionally, ensure that all email campaigns and landing pages are optimised for mobile viewing to create a better experience.
- Don’t Forget SEO
SEO is vital for all platforms, and mobile is no exception. Optimise your app’s content, including its description on the app store, to ensure it is easy to find. Mobile SEO will help your business stand out in search results, drawing more users to your app and increasing your chances of conversions.
- Simplify Customer Service
Customers often want quick solutions on the go. Implementing SMS or text messaging as a customer service tool can greatly enhance user engagement. By offering support via text, users can reach out with questions or issues while on the move, ensuring fast resolutions.
- Simplify Checkout
Whether in-app or in-store, customers appreciate digital payment options that make purchases fast and easy. Companies like Amazon have perfected one-touch checkout, allowing customers to confirm their purchases with a simple swipe. This convenience leads to higher conversion rates and a better customer experience.
- Use Push Notifications
Push notifications are one of the most effective tools in a mobile app. They allow you to send messages directly to a customer’s home screen, making them more noticeable and immediate than emails. Use these notifications to send reminders, like abandoned cart messages, or share exclusive offers. These reminders help keep your business in mind and encourage customers to complete their purchases.
- Keep It Short and Simple
When creating ads or promotional content, aim to deliver your message quickly. Users scrolling on their phones have limited attention spans, so your ads must be attention-grabbing and concise. Use clear calls-to-action (CTAs) and strong visuals to make an immediate impact. Simplicity and clarity in your marketing messages will help improve customer engagement and drive more sales.
Case Studies of Successful mCommerce Strategies
Mobile commerce is growing rapidly, and brands are developing unique approaches to capture the attention of their audiences. Below are some of the top mobile commerce strategy examples employed by leading brands.
- Duolingo
Duolingo has transformed mobile education with a simple yet highly engaging approach. The brand focuses on quick, mobile-friendly learning that can happen anywhere. The app’s sleek design offers users an efficient way to learn languages without being overwhelmed.
The core of Duolingo’s mobile strategy is its freemium model. The free version offers plenty of value, while the premium subscription removes ads and adds more personalised features. The app’s use of the owl mascot and humour through push notifications enhances brand loyalty and keeps users engaged. It also uses playful, gamified elements to encourage continuous learning.
- Apple
Apple’s mobile commerce strategy is built on simplicity and confidence in its products. The Apple Store app stands out with its clean, minimal design. Large, readable fonts and a clear layout provide a user-friendly experience, reflecting the brand’s trust in its products.
Apple excels at creating an integrated ecosystem where products and services are seamlessly linked. Whether through exclusive deals or personalised product suggestions, Apple ensures its mobile app offers a comprehensive experience. This consistency is evident across all channels, including its physical stores, which mirror the app’s design.
- Herbalife
Herbalife’s mobile strategy goes beyond simple shopping. The brand created the Herbalife GO app to help users with fitness and wellness goals. Instead of merely selling products, the app offers tools for meal planning and fitness tracking, giving users more value.
By focusing on customer engagement through health and fitness features, Herbalife gathers valuable insights that help boost user conversion. The app becomes a useful tool rather than just a sales platform, helping users achieve their goals while naturally promoting the brand’s products.
- Sephora
Sephora has successfully integrated personalisation into its mobile commerce strategy. The beauty brand offers an intuitive app where users can interact with content per their preferences. Sephora’s use of augmented reality (AR) technology is a standout feature.
This allows users to virtually try on makeup, significantly increasing conversions. The app also provides customised beauty feeds, similar to social media platforms, where users receive tailored tips and product recommendations.
Why Should Your Business Opt for mCommerce?
Here is a look at some of the reasons why mCommerce is imperative for your business
- Enhanced User Experience: As the mobile platform is smaller and subjective to each individual, the experience can be minimalistic and personalised for everyone who uses it. Furthermore, you can provide each user with personalised offers, push notifications, content, etc. with mobile commerce.
- Growing Mobile Usage: More consumers now rely on their smartphones to browse and shop online. With easy access to the internet, buyers prefer using mobile devices for quick and hassle-free shopping. Businesses that invest in mCommerce can meet customers where they spend most of their time—on their phones.
- Wider Market Reach: Unlike physical stores, mobile commerce enables you to sell to customers regardless of their location. Buyers can shop anytime, whether they are at home, travelling, or in another country. This flexibility helps expand the customer base without additional store locations.
- Higher Sales: Mobile commerce allows you to interact with customers through notifications, special offers, and app-based promotions. These features keep buyers engaged and increase the chances of converting visits into sales, significantly improving your revenue.
- Social Media Influence: Social media platforms now support direct shopping features, making selling products easier for your business. Integrating mCommerce with platforms like Facebook and Instagram allows you to attract new buyers and drive sales directly from social media pages.
- Lower Operational Costs: Running an online mobile store is often more affordable than maintaining a physical storefront. You can save on rent, staffing, and other expenses while reaching many customers. mCommerce also makes digital marketing more effective by targeting potential buyers directly through ads and promotions.
Ongoing mCommerce Trends
Your business must keep up with new trends to stay relevant. Below are the ongoing trends shaping mCommerce:
- Personalised Experiences for Mobile: eCommerce personalisation is an upcoming trend which can be put to good use with a mobile phone. Customers have agreed that individualised offers and recommendations play a significant role in a purchase decision. Therefore, make sure you utilise push notifications, emails, and other methods to provide your customers with a personalised feed.
- Mobile Chatbots: To provide advanced customer service to buyers, eCommerce companies are now opting for chatbots in their mobile websites and applications. It works on Natural Language Processing (NLP). This provides a conversational experience to the buyer and enhances your customer experience by many folds.
- Omnichannel Retail: Omnichannel retail is a fairly new approach where you can sell across all channels in a unified manner. Mobile applications are one of the important aspects of omnichannel retail as it is a platform that attracts many customers. A mobile app and website positively contribute to the omnichannel experience and make shopping easier for customers.
- Native Mobile Applications: Native mobile applications are faster than mobile websites. Also, they give you a channel to send push notifications and alerts to your buyers more easily. With apps, you can also add wishlists and give the user different customised looks. These features can play a significant role in increasing the average order size.
- Augmented Reality: Augmented reality is a fast-catching marketing phenomenon where the user can virtually experience the product in the app. Lakme is a good example where users can try out the different cosmetics on their images to get an idea about how the product will look on his/her face.
- Voice Search Options: Voice search is the future of eCommerce. If you do not optimise your listings for semantic search, there is a good chance you may not be able to sustain the competition shortly. Voice search is becoming familiar with assistants like Siri and Alexa. They help buyers in locating their desired products and also reduce the purchase time by almost half.
- Single Click Payment: Most mobile apps offer single-click payments. This includes finalising the product and paying directly without having to enter details such as card number, account details, etc. again and again. One way is to integrate the single click payment option into your platform. This saves ample amount of time and increases consumer flow.
Conclusion
mCommerce is quickly becoming a key part of eCommerce, offering benefits like convenience, speed, and security. To succeed, you must create a well-thought-out strategy, select the right platform, and work with reliable service providers. By embracing mCommerce, your business can open up new revenue opportunities and improve performance. Developing effective plans may take time, but the effort will pay off in the long run.
