The retail industry has been significantly impacted by the increasing use of mobile devices. Forrester predicts that by 2022, smartphones will account for $175.4 billion in retail sales. With mobile e-commerce, shopping happens everywhere, no brick and mortar storefront or laptop required. So what does mobile mean for the future of online shopping?
Mobile retail accounts for 45% of online orders, according to Statista, so smart brands are creating a mobile-friendly e-commerce experience. The website and online store should not only be accessible on mobile devices, but also optimized with a design or application that makes it easy to browse and buy from a smartphone or tablet.
The mobile e-commerce experience provides customers with customized products, more competitive pricing, and increased accessibility. Analysts and business professionals must consider the user journey across multiple devices (including mobile, desktop, and in-store) and integrate a multi-channel strategy to optimize conversions. For example, if a customer places items in a cart on mobile, and then moves to desktop, the information should update in real-time to create a seamless shopping experience across platforms.