M-commerce reaching tipping point

2012 predicted to be breakthrough year for consumers interacting and shopping via mobile devices.

mcommerce

Sales and metrics this year suggest that shopping via mobiles, or m-commerce, is about to reach its tipping point, according to retail technology experts.

This makes it imperative that customer-facing businesses get their m-commerce strategies and technologies in place to capitalise on one of the very few areas of retail sales growth.

Within the last year, there has been a 10 per cent increase in the numbers of UK mobile users who have used their smartphones to research a purchasing decision or make a purchase. And the average transaction has risen from 12.10 to 17.49.

According to figures compiled by the Internet Advertising Bureau, and shared with delegates to the direct commerce ECMOD trade show in London today by Mick Rigby founder of specialist agency Yodel Mobile, mobile is the only retail channel capable of double digit growth.

Advertisement
Advertisement - Article continues below
Advertisement - Article continues below

"Within the last year, there has been a 10 per cent increase in the numbers of UK mobile users who have used their smartphones to research a purchasing decision or make a purchase," he said. "And the average transaction has risen from 12.10 to 17.49."

Geoffrey Barraclough, director of strategy, marketing and propositions for BT's retail IT division BT Expedite, added that retail clients on its Fresca e-commerce platform were typically seeing 10 to 15 per cent of e-sales coming through their mobile site or app channels.

He said orders made via the Fresca platform peaked last year around the same time as they did earlier this week, for "Cyber Monday," the traditional kick-off to the festive online shopping season that follows the last pay day before Christmas, but with a 75 per cent year-on-year increase.

"Some people call it Cyber or Magic Monday," he said. "I don't think mobile has a huge role to play yet. But our retail clients made it magic by launching promotions on that day.

However, he added: "This channel is starting to become profitable. As soon as payment systems improve, I think it will become a key channel. I predict that, while some of our clients already have a mobile-optimised site, all of them will develop one next year."

Will Dymott, e-commerce director of fashion retailer Lyle & Scott, shared the successes of the mobile-optimised site it first developed with BT Expedite 18 months ago.

Advertisement - Article continues below

Dymott said the retailer opted for a mobile site as opposed to an app, as it "didn't want to restrict access to one or two platforms".

Since then, it has experienced a 115 per cent increase share of online traffic to Lyle & Scott online that comes via mobiles, 50 per cent of which were Apple iPhones.

"We direct tablet traffic to the full e-commerce site," he added. "As it's easier to access via their bigger screens. With the mobile-optimised site, we made sure we kept it simple. Remember that visitors scroll using their finger, not a mouse, so make sure you're buttons are nice and big.

"Search is also the best way of navigating the site and we don't relay too much on zoom functionality to be mindful of bandwidth considerations."

Featured Resources

What you need to know about migrating to SAP S/4HANA

Factors to assess how and when to begin migration

Download now

Your enterprise cloud solutions guide

Infrastructure designed to meet your company's IT needs for next-generation cloud applications

Download now

Testing for compliance just became easier

How you can use technology to ensure compliance in your organisation

Download now

Best practices for implementing security awareness training

How to develop a security awareness programme that will actually change behaviour

Download now
Advertisement

Most Popular

Visit/policy-legislation/data-governance/354496/brexit-security-talks-under-threat-after-uk-accused-of
data governance

Brexit security talks under threat after UK accused of illegally copying Schengen data

10 Jan 2020
Visit/microsoft-windows/32066/what-to-do-if-youre-still-running-windows-7
Microsoft Windows

What to do if you're still running Windows 7

14 Jan 2020
Visit/hardware/laptops/354533/dell-xps-13-new-9300-hands-on-review-chasing-perfection
Laptops

Dell XPS 13 (New 9300) hands-on review: Chasing perfection

14 Jan 2020
Visit/operating-systems/25802/17-windows-10-problems-and-how-to-fix-them
operating systems

17 Windows 10 problems - and how to fix them

13 Jan 2020