The Importance of Mobile Commerce

Warren Knight
Warren Knight Founder, Social Media eLearning

Posted on November 16th 2012

The Importance of Mobile Commerce

Between summer 2011 and summer 2012, traffic to eCommerce sites were stemming from smartphones and tablets, growing by up to 200%. Its time to face the facts, Mobile Commerce is becoming more, and more important every single day.

“Something had to be done to cater to mobile shoppers”. Richard Sejean - Director of e-commerce.

I was recently with a new client who sells men's clothing, and the first thing I helped them with was to understand their online customers through Google Analytics. To their surprise, not only had they seen a massive increase in mobile and tablet visitors and customers, but the mobile customer was spending at extra 10% than any other customer. This is definitely not an anomaly, this is something we are seeing time and time again and now, its time to finally listen.

The biggest turnoff for mobile shoppers is the difficult Customer Acquisition Journey. This is the step by step process your consumer will go through to the point of purchasing a product. Some online stores will lose sales due to the fact that their website is either archaic or non-responsive, meaning that the journey of purchasing a product is intolerable leading to the customer leaving the website, without purchasing a product. To solve this problem you can either build your website responsive (here is a great example) or build a native mobile app.

The way people purchase goods has changed since the days of going to a store and paying cash for it. Don’t get me wrong, in-store shopping is still leading in sales however, most people will no longer drive hours to a store to find that what they want no longer exists.

Recent statistics show that you save 78% more time shopping online than you do in store along with saving a lot of money in travelling to and from stores. eBay alone, have 300-400 employees working on mobile solutions with reportedly 50% of their sales closing on mobile.

Our mobile devices are becoming a central part of our lives and it should be used as a tool to help shop and pay. With most mobile phones now coming with either 3G, 4G or the ability to connect via wireless, there is no excuse in avoiding the inevitable; Mobile Commerce is the future.

Warren Knight

Warren Knight

Founder, Social Media eLearning

For the last seven years I've specialised in helping business owners, marketing managers and entrepreneurs sell more products and services, through the convergence of Social Media, Digital Marketing and eCommerce. Delivering dynamic and engaging webinars, workshops and seminars on Digital Marketing & eCommerce and Business Growth through Investment and funding.

My entrepreneurial skills started after receiving a grant from the Prince's Trust at 22 for a music and clothing European Distribution Company. Focusing on business growth I became the director of a global stationary and accessory business working with Disney and Nickelodeon, growing a licensee from $5Million to $30Million selling to over 40 countries in a 5-year period achieving $1 Million sales in 1 month.

Winning various industry awards and co-founding two IT companies since 2010. The first being an eCommerce platform, getting £150,000 Seed Investment via "SEIS", valuing the business at £1M in less than two years. The second with a “Start Up Loan”, we've built an online learning platform, teaching people how to setup and use Social Networks for their business.

I have over 20 years' experience in marketing and selling products and services globally and seven years in social media and ecommerce. I’m a member of the Professional Speaking Association, a renowned international keynote speaker, trainer and coach, helping 1,000’s of Start Ups and SME's grow using Social Media, Digital Marketing and eCommerce.

As a 1-1 business coach and mentor, I help SME’s build their digital footprint and increase sales by up to 500%, I have a passion for upskilling entrepreneurs and regularly write from various digital marketing and business magazines reaching 100,000's of readers. I've also written three eBooks on Sales, International Growth and Social Media for Business, all of which can be found on Amazon.

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Mobile is definitely the future, and it's worth mentioning that its location based feature creates an excellent opportunity for brand engagement and social commerce.

Shopping has gone a long way. Gone are the days when you have to look up the shop on the yellowpages, and visit it personally to check out the stocks. With Ecommerce now, shopping is brought to the fingertips of the consumer, and has to be pleasurable, if not delightful. It is always good to have a competitor comparison of where you are when it comes to your Ecommerce websites, and now with mobile app. Designer Ecommerce websites abound, and you can find a thing or two when it comes to tips on how to be more customer-friendly.