People had to complete their shopping and transactions on PCs and laptops in the early days of the internet. In Nigeria, mobile phones now have such a high market penetration that a major portion of transactions are being carried out on mobile devices such as smartphones and tablets. This is what a popular ecommerce company observed in 2018, when 57 percent of its clients visited the website via mobile browser, 28 percent via mobile app, and 15% via desktop. Here are a few examples of how mobile devices are influencing eCommerce.

On-the-go shopping

Consumers are increasingly using their mobile devices to shop while on the go, as they keep them in their purse or pocket at all times. They can even start shopping on their PC at home or at work, then pick up where they left off on their mobile device when they leave.

Expanded possibilities

Perhaps the most significant impact of mobile on e-commerce is that it has substantially increased potential. Until smart-devices were common, online purchases were limited by location; you could only shop from a desktop or laptop computer with an Internet connection. All of that has changed now. Always-connected mobile devices have profoundly impacted purchasing behavior by allowing you to shop from anywhere.

Functionality

User experience and functionality are two of the most important aspects of mobile commerce, and they’re also the easiest to grasp. In order for a sale to happen, your site must operate properly on a device. That means both minor and large tasks must be completed correctly. Consumers expect essential e-commerce features like “add to basket” to work smoothly and without errors. This mobile-friendly feature can make or break an e-commerce business.

Geomarketing

Customers can be targeted with adverts based on their location, for example, to encourage them to take advantage of a flash sale. Companies can use the GPS technology in mobile devices to track customers as they approach their physical location and send them customized offers on the spot. Any company looking to increase mobile site engagement must pay close attention to how consumers use mobile devices for ecommerce. When you make it simple for customers to learn about your organization on their mobile devices and engage with your sales team or customer care professionals via Live Chat, you’ll experience increased conversion rates.

Reliability

Consumers want a consistent mobile purchasing experience regardless of where they are. Every time customers make a purchase, they want the technology to work securely and safely. If an e-commerce entity betrays that trust (for example, with poor website load times or security warnings), revenue can be lost. On desktops, this is also true, but to a lesser extent. On a mobile device, both bandwidth and time are extremely valuable commodities, therefore reliability is critical.

 

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