Why Online Retailers Need Mobile Sites

As smartphone technologies advance, it is becoming increasingly important for online retailers to have user-friendly mobile websites.

A mobile site allows a retailer to reach consumers even when they are shopping offline. Increasing numbers of people are using mobile sites to compare prices, track orders and browse latest offers.

The increasing in mobile platforms has been increasingly prevalent in recent years. In 2008 major trends in mobile uptake were starting to emerge.

From Q2 to Q3, the number of Britons using mobile internet increased by a quarter compared to three per cent for PC-based internet.

In 2009 online auction giant eBay showed how prosperous mobile commerce could be when they announced they had generated $380 million in sales through their mobile commerce channel.

The positive impact of mobile sales was also highlighted in 2010 when it was reported that 42 per cent of mobile internet users earned over 40,000 a year spending more on their mobile bills than the average user, highlighting a key market target.

In May 2011, 42 per cent of UK mobile consumers used a smartphone compared to only 27 per cent a year ago. The rising adoption of smartphones in the UK has created a very competitive landscape for mobile retail sites.

Research by PayPal has shown that the mobile shopper currently spends an average 100 per year, which is expected to grow to 180 a year by 2018.

It is clear from the above statistics that mobile internet is a key platform for engaging users and therefore vital for an ecommerce website's continued growth.

Mobile testing carried out by Jacob Nielson, has highlighted that mobile user experience has only improved by three per cent in the past two years, reaffirming the importance of providing a site that is as user friendly as possible.

It is important to consider that British online traffic from mobile technology is already predicted to be growing eight times faster than the number of visits from desktops.

A mobile commerce site means more opportunities to purchase from a retailers website which will allow a business to keep pace with its competitors.

In an increasingly competitive marketplace, it is important to ensure that an online retailer is ahead of its competition by establishing with mobile customers.

Online retailers must engage mobile as part of a multichannel strategy and engage in customer centric applications that allow customers to research products, prices, store locations and sales information anywhere they go.

by: Martin Hofschroer

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