03 Jun M-commerce as a method to consolidate businesses
According to (Bravo Torres, 2011) the term e-commerce refers to business processes on the Internet, similar to the purchase and sale of goods that can be B2C (business to consumer) or B2B (business to business). However, this definition doesn’t determine the medium, whether mobile or fixed, or the medium of wired or wireless Internet access. M-commerce consists of wireless e-commerce, which is to say, mobile devices.
M-commerce has efficient delivery of electronic commerce capabilities in the hands of the consumer anywhere and at any time, via wireless technology. This gives, assures (Bravo Torres, 2011) a total accessibility to the consumer; It is presented as one of the greatest advantages of m-commerce with respect to the applications that involve a wired access device.
Now, we must take into account our objectives when planning useful strategies to engage new consumers, which translates into marketing plans, it is necessary to bring up that as of today, according to (Baca, 2020) 86 % of consumers investigate on their smartphones before buying a product or hiring a service, even if they were in the physical location. An E-Marketer survey estimates that m-commerce will double by 2023.
How is the experience you offer today?
Having a website is key, however, it is not enough to obtain new consumers. In fact, a better user experience is one that can bring you closer to your business goals, according to (Baca, 2020). At least 69% of digital customers in new categories highlight the simplicity when logging into a website or app and its operation is proportional to the rating of their shopping experience.
If you want to further improve the consumer process, consider presenting the necessary information in a concise way that avoids having to do a lot of scrolling. For this reason, assures (Baca, 2020) that your site remembers shipping data and payment methods, so that customers do not have to fill out the form again. It offers simple payments like Google Pay, PayPal, among others.
Are you measuring the speed of your site with the correct metrics?
Speed is essential. In figures, according to (Baca, 2020), if your website offers an excellent mobile experience, you are at least 82% more likely that potential customers will become constant consumers. But what does it mean to be fast? Almost every day we hear about the loading speed in thousandths of seconds in applications, but the reality is that there are multiple moments during the load that can affect that a website is perceived as “fast”. So instead of focusing on a single metric, during loading time each of the moments that can affect the perception that a user has about speed.
Are you measuring the information that customers need to know?
Showing your products clearly on the web is highly relevant, especially since it can sometimes be difficult to know how an item might look in real life. If the products you offer are not well represented on your site, customers will not feel completely confident about making the purchase. So try to include full descriptions and make comparisons; in addition to a good resolution in the images or if you want to go further, consider augmented reality. And a fact that seems obvious but fails: the most relevant content for online buyers is price (70%), so always keep this information in mind. (Baca, 2020)
Do you already have your app? If not, you should consider developing a
Did you know that during the first quarter of 2020 the average weekly time that people spent using apps increased 20% worldwide? As a consequence of the health emergency we are experiencing, there are many ways in which it can be useful to have a mobile application. Apps have become, says (Baca, 2020) a fundamental piece of omnichannel (sale through different physical and digital channels). On the one hand, they help your customers; on the other, they make your business grow. Interacting with consumers through the app helps you collect information to detect trends quickly. In addition, you can offer them the option to reserve products in advance, assist them in a personalized way, to send notifications, among other services that help increase customer loyalty to your business.
M-commerce has arrived to stay and being prepared should be part of the agenda and budget for the second half of this year and the future.
References
Baca, J. (2020). Se viene el m-commerce: ¿estás preparado? Connect Américas.
Bravo Torres, J. (2011). M-Commerce. Ingenius, 1-11.