BigCommerce Digs Through its Data to Show the Power of Mobile Commerce

mobile device browsing
Image: Adobe Stock

As we approach the busy holiday shopping season, by now most retailers are set with their inventory and website for the big rush.

But there is always a little time left to tweak the site and the marketing strategy to maximize sales and profits.

In case you have been living under a rock, mobile is in! Your site needs to be mobile ready, and you need to build a marketing strategy around mobile.

Of course, mobile ready first of all means it must display correctly on mobile. If you are using a modern template, likely it either has a mobile-specific template or the design is responsive (adapts to a variety of screens).

But that may not be all!

Payment Processing Must Be Mobile Friendly

Image: PayPal | PayPal P2P Mobile Screen
Image: PayPal

This year Google, PayPal, Amazon Pay, Apple Pay, and others have been upgrading their payment platforms to become more mobile friendly. In other words, reduce checkout friction on small screen devices!

BigCommerce talked with their client Brandon Chatham from NatoMounts about his success in mobile, and he revealed a fundamental but straightforward strategy that has netted his company huge gains.

  1. NatoMounts uses three major digital wallets, Apple Pay, Amazon Pay and PayPal One-Touch
  2. His homepage is also his main landing page and product page. That may not be possible for many sellers, but even if you have thousands of brands, you should focus on making your best products highly visible on the front page.
  3. The company uses a scarcity and FOMO strategy on social media to drive sales.
With BigCommerce and our digital wallets, we’ve achieved 5% conversion rates on mobile with over 80% of our sales on mobile devices.

Brandon Chatham, CEO NatoMounts

BigCommerce provided interesting data from its research:

  • Mobile commerce or mcommerce in 2012 represented 10% of all trade and had reached 31% in 2016
  • Mobile conversion increased 30% Year-over-Year 2015 to 2016
  • One-Page checkouts and Digital Wallets improve mobile conversion by 10%
  • Same Store mobile commerce growth by region:
    • United States (24%)
    • Canada (19%)
    • Europe (18%)
    • Asia (42%)
    • Australia & New Zealand (33%)
    • Africa and others (30%)

The last point shows that emerging markets such as Asia are driven by mobile, likely due to more affluent younger shoppers that may never grew up around laptop or desktop computers.

While an 18% increase in mobile commerce growth is an excellent number by itself, it is a bit surprising that Europe and Canada are well behind the U.S. with 24%.

Desktops Still Matters

NatoMounts may have reached 5% in mobile conversions, that is well beyond the findings by BigCommerce with its other clients.

Typically mobile conversion was around 1.5%, while desktop conversions were at 4.31%.

The average order volume was still 53% higher on the desktop than on mobile (iOS & Android). And iOS mobile commerce was 18% higher than on Android.

The latter may change as Apple Pay was more prevalent in 2016 and Google is doing a lot of catch up work with Android Pay.

It’s Not Rocket Science

The bottom line is straightforward. Shoppers are embracing mobile as sites improve checkout and search. Safety and Security concerns are reduced with the use of digital wallets, but the fragmented world of digital wallets means store owners must provide multiple choices for payment.

Mobile traffic is not slowing down. It is continuing to increase. Ignoring mobile or not doing everything possible to market to mobile shoppers will hurt the bottom line.

For this season, you should try to some marketing tactics on social media to push mobile sales. If you only have one digital wallet, there is time to add more now.

A big shout out to BigCommerce for publishing the data from their research on sales on their platform.

It is another validation that mobile is the future with the caveat to not ignore desktop.

Is your mobile strategy ready for this season? We’d love to hear your thoughts on how you plan to take advantage of the rise in mCommerce in the comments section below.

2 COMMENTS

  1. Hey Richard, Well written and thanks for sharing such a deep insight into the mobile commerce. As mCommerce is topping, marketers must try something new to get the most out of it.

    • Thank you for your comment and being a reader. We all here at eSellerCafe appreciate it 🙂

      I think a lot of eCommerce sellers know they have to be mobile friendly, but may have stopped at website design. There is a lot more to it and hopefully it will inspire some to look at a more comprehensive mobile strategy.

      Richard

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