We all know by now that e-commerce is fast becoming the most popular way for consumers to get what they want. In 2011, it was reported that 40% of UK consumers shop online and 51.9% research products solely online. People like to buy online – it’s quick, it’s easy and it cuts out the dreaded shopping trip on a Saturday.
With the rapid rise of smartphone and tablet device, “m-commerce” is now becoming the new norm. Research by EpiServer has shown that of the 1200 individuals surveyed, 59% have a smartphone and 18% use a tablet. Of these, 30% now mainly use their mobile when on the internet and 26% of these individuals had used an application to purchase a product online.
By 2015, it is estimated that consumers all around the world will spend $119 billion purchasing products via their mobile devices. As a result, UK consumers are now expecting the same high quality m-commerce services as those seen when using e-commerce sites. Consumers are expecting straight forward, seamless m-commerce product buying, however, many UK brands have still to implement the capability.
Of the surveyed individuals, a large portion have reported problems when attempting to buy via their mobile; 49% reported that m-commerce sites are too slow and 35% said it was challenging to even try and login to purchase products. For brands to ensure they are not hindering their own sales figures, a flawless mobile payment system is vital.
All too often customers are taken to third-party payment screens which have not been developed for mobile browsers, resulting in having to re-enter information, waiting, re-entering (again) and then being confronted with screen resizing issues. Fail. Fail. Resize. Fail.
Larger brands have side-stepped this problem by developing payment apps, like Starbucks where customers can top-up their available balance and then buy products directly through their mobiles. This is not a solution which would work for all brands but PayPal have created a solution by offering a “mobile checkout experience” which can be integrated into existing mobile websites. If you’re interested in finding out more, get in touch.
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