Do you remember the days before smartphones and tablets? Do you remember when shopping online was done primarily on a desktop or laptop computer? Or how about when shopping online wasn’t even an option?
All of this has changed over the past decade, with mobile ecommerce moving to the forefront.
Take a look at this chart:
Like most people, probably the first thing you notice is the upward trend in total sales.
In 2020, mobile commerce sales reached $2.91 trillion. Furthermore, sales are expected to reach approximately $3.56 trillion in 2021.
But don’t pay so much attention to the growing trend that you overlook the “mobile as a share of total eCommerce” section.
Just the same as total sales, this number has increased yearly since 2016. In 2021, it’s estimated that nearly 73 percent of all eCommerce purchases will be completed via a mobile device.
Ecommerce and Mobile Shopping Statistics
A quick online search for “mobile eCommerce trends” will turn up more information than you know what to do with. And that’s a direct result of the ever-increasing size of the global eCommerce market.
While every eCommerce and mobile shopping statistic tells a story, some are more important than others. And that’s especially true if you want to grab hold of the trends that will impact your business in 2021 and beyond.
Below, we share five mobile commerce trends and statistics that are critical to growing your online store in the years to come.
59% of shoppers surveyed say that being able to shop on mobile is important when deciding which brand or retailer to buy from. (HubSpot)
This statistic is no joke, and here’s why: it shows you that the majority of shoppers tend to navigate toward brands and retailers with a mobile-friendly user experience.
To be sure that you’re taking advantage, here are three points of emphasis:
- Your online store should be mobile-friendly.
- It’s time to consider the pros and cons of launching a mobile app (if you’ve yet to do so).
- A poor mobile experience can result in negative reviews, which doesn’t help your cause.
It’s pretty simple. A high-quality mobile experience will result in a high-quality customer experience. And with that, you’re taking a big step forward in building your brand.
Mobile users have a shopping cart abandonment rate of 85.65 percent. (Barilliance)
Woah! Even if that number isn’t entirely accurate, it’s scary no matter how you look at it.
Can you imagine your frustration if you come to find that 85 percent of shoppers leave your site with at least one item in their cart?
While this can be attributed to many things, here’s what Barilliance has to say:
The smaller the size of the screen, the more likely a customer is to not purchase. This is problematic considering that, for the first time ever, more digital buyers will use mobile phones than desktops to shop.
Yes, problematic indeed!
There’s nothing you can do about screen size, but there are some steps you can take to streamline the customer experience:
- Carefully compare eCommerce platforms: For example, Shopify is known for its selection of mobile-friendly themes. On top of this, using Shopify grants you access to a free, built-in mobile commerce shopping cart. BigCommerce offers similar functionality.
- Cut the clutter: The checkout page isn’t a place for clutter. The layout should be clean, easy to navigate, and laid out in a manner consistent with the rest of the online store.
- Offer multiple payment options: Upon arriving at the checkout page, potential buyers will quickly scan to determine if one of the accepted payment methods suits them. The more payment options you give them, the better chance you have of completing the sale. In addition to credit cards—which is a must—consider accepting PayPal, Apple Pay (iOS), and Google Play (Android).
Even if you only shave a few percent off your mobile shopping cart abandonment rate, it’ll have a massive impact on sales and revenue.
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Consumers are 4X as likely to state that desktop is more “convenient” than mobile web. (Dynamic Yield)
That’s an obvious problem when you consider that a growing number of people are shopping on mobile devices.
The last thing you want to do is scare someone away from your store until they have time to shop from their desktop computer. There’s no guarantee that they will come back.
This is an even bigger problem since only 12 percent of consumers consider mobile shopping convenient.
“Convenience” is the powerful word here, so you must take action. Here are some steps you can take to make for a more convenient experience:
- Develop an app: With this, you allow your audience to shop online, without the hassles often associated with navigating the web. You have full control over your app experience.
- Take cues from Amazon: We all know that Amazon is the king of eCommerce. So, it’s natural that you can learn a lot from them. With Amazon, you add a product to your cart and click “buy now.” There are no unnecessary, inconvenient steps. Everything they do is designed with conversion rates in mind.
- Focus on navigation and site search: You can’t expect that every visitor is a repeat visitor. This is why navigation and site search is so important. You want a first-time visitor to be able to quickly find what they’re searching for.
Tip: test the online shopping experience personally by searching for an item in your store, placing it in your cart, and attempting to checkout. That’ll help you pinpoint any bottlenecks.
Mobile sites that loaded in two seconds or less had a 15% higher conversion rate than the average mobile site. (Think with Google).
This is an easy one. You want your ecommerce store to be the fastest in your industry.
Test your site on mobile using Google’s free tool:
This isn’t what you want to see. You want your score to fall into the “green category” of 90-100. That means that everything is on the up and up in regards to the speed of your mobile online store.
I’ll leave you with this statistic: the average mobile page takes more than 15.3 seconds to fully load.
Can you imagine the benefits of your mobile website loading in two seconds or less?
48% of people say it’s generally acceptable for companies to use their purchase history to deliver personalized offers via mobile so long as they can be opted in and out of. (Instapage)
This is your reminder that there’s more to online shopping than your actual ecommerce store.
Experiment with other ways of connecting with your audiences, such as personalized email marketing, social media, and text messaging marketing strategies.
The statistic above tells you two things:
- Nearly half of people are okay with you using their online purchase history to deliver personalized offers as long as they can opt-out.
- The other half of people may be put off by this practice, so it never hurts to ask during the checkout process.
With permission to deliver personalized offers via mobile devices, you have another outlet for reaching your audience. You can share new products and services. You can share coupon codes. You can provide updates on when new shipments are arriving.
Personalized offers have the potential to drive targeted traffic to your eCommerce store. Don’t ignore this trend.
It doesn’t matter if you call it mobile commerce, mobile eCommerce, or m-commerce, nothing changes the fact that these trends and statistics will affect the way you manage your online store in 2021.
To sum up the five mobile ecommerce trends:
- A growing number of people want to shop via mobile devices, such as a smartphone or tablet.
- A high shopping cart abandonment rate remains a major concern among online retailers.
- Convenience will continue to drive the mobile shopping experience.
- Mobile load speed will continue to affect conversion rates.
- Personalized offers delivered via mobile devices will help set brands apart.
If you want your eCommerce website to thrive, it’s time to go “all-in” on mobile. As long as the current ecommerce industry trends continue, there will soon come a point when nearly every consumer uses a mobile device to shop online, even for alcohol and furniture! And that’ll position your eCommerce business for even bigger things!
What are your thoughts on these mobile eCommerce trends and statistics and the impact they’ll have in 2021 and beyond? Do you have any others to add, such as the use of chatbots, voice search (Alexa or Siri), augmented reality, and artificial intelligence?
Can't decide on a platform yet? Get help here: 10 Best Ecommerce Platforms For Small Businesses in 2021
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