Mobile Commerce: A world of possibilities

Mobile Commerce or M-Commerce, also known as mobile commerce, has gained importance in the past few years, as both users and companies are taking advantage of the convenience of using mobile devices to make transactions.

In addition, the development of digital wallets and purchases through social networks have streamlined this process even more, making it easier, accessible and enjoyable than ever before.

How does Mobile Commerce differ from eCommerce?

We could understand mobile commerce as a strategy that was born within global eCommerce, and although both have the same objective - the purchase of products and/or services - there are key differences between them.

The first and most obvious difference is that eCommerce includes all purchases made online through a computer, while M-Commerce considers only those transactions made through mobile devices.

Another major difference is accessibility. With M-Commerce, users can access any online store at any time and from anywhere. This is something that does not happen with desktop eCommerce, since we do not usually have access to the Internet with a computer 24/7 if we are not at home.

On the other hand, while eCommerce is designed to offer a complete shopping experience across multiple devices and platforms, mobile commerce tailors the experience to be accessed via smartphones.

Moreover, the user flow in a mobile environment is quite different from that of a computer, and so are the interactions users will have due to factors such as device capacity, storage space and connection type.

Therefore, we will analyze the advantages and disadvantages of Mobile Commerce.

Advantages

• The increasingly common use of smartphones and tablets offers companies the possibility to reach a larger number of potential customers.
• Thanks to the purchase and sale of products and services through mobile, users can make transactions from anywhere in the world at any time of the day.
• Its use requires no additional development, giving developers an instant boost in terms of speed, simplicity and cost-effectiveness.
• It offers the possibility of creating applications and, therefore, of offering a much faster and personalized service.
• It fosters omnichannel experience and brand presence across multiple platforms and devices. It is also a good way to adapt to the day-to-day life of your customers.

Disadvantages

• If your online store in mobile version has a lot of information and multimedia elements, it may take a long time to load due to its weight.
• Thus, the responsive version (which may require extra costs) may not have all the elements that you offer on your desktop website, and you must adapt them so that the user can view your eCommerce properly.
• If you want to have an app, you will have to adapt it to different operating systems: ¡OS, Android, …
• Sometimes, although M-Commerce is becoming more and more fashionable, many users prefer to use larger screens to view, compare and order products.

5 tips to correctly adapt your website to Mobile Commerce

Loading speed

Loading speed is a crucial aspect for mobile websites; even more so if you are developing an eCommerce. A customer can quickly abandon your store if the loading takes more than 3 seconds, which reduces conversions and creates a negative image of your business. For this reason, before launching a mobile commerce, tests should be performed to identify loading problems and optimize performance.

Subpages that contain little or no relevant information should be omitted, as they tend to slow down loading speeds; instead, focus on providing your users with only the essential content to create a truly engaging and intuitive browsing/shopping experience.

Touch screen usability

Touchscreen usability is an essential aspect of the success of mobile devices, as their uniqueness lies in the absence of a mouse to control them. This requires that elements such as call-to-action (CTA) buttons should be visible, clear, and placed at the bottom, so that the user has better access.

Reduce buttons in the mobile version, only use those buttons, text and images that are relevant to the user. Facilitate interaction; make the user's path really simple, less scroll and fewer steps to reach the payment.

Include eye-catching colors, implement a search function and incorporate the autocomplete option. The simpler the checkout process, the higher the conversion rate.

Social media

Mobile commerce on social networks presents an unbeatable opportunity for brands looking to reach mobile customers. Leveraging the popularity of platforms like Instagram, businesses can now have a space to advertise and even sell their products without the need to create and manage a separate app.

Moreover, partnering with influencers or hosting live shopping events can generate more publicity for your store and drive sales.

With a single click, users can go from scrolling through their feeds to directly viewing a store without leaving the social network itself. Overall, this growing trend offers exciting new opportunities for those looking to expand their presence in the marketplace.

Mobile app

Mobile commerce apps are often an excellent long-term investment for eCommerce companies. They are able to add a higher level of convenience and personalization, providing customers with a shopping experience tailored to their needs.

Without a doubt, they are fast becoming the preferred choice for shoppers looking for convenience and simplified payment processes. By investing in their own app, businesses not only open a window of easily navigable opportunities, but also eliminate the conversion friction that can result from designing websites that are not optimized for mobile use. Plus, they can store user preferences, track activities, and create personalized lists of product recommendations, among others.