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Why Bother with Mobile Anyway?

2012 was a great year for e-commerce for both consumers and marketers alike. From the looks of it, 2013 is shaping up to be even better with much in store for E-Tailers.

In 2012, consumers who were once wary of virtual buying, continued to increase their spending online, where they’ve discovered that better optimized and personalized sites are starting to offer them richer & more relevant online experience.

In our current technological climate, marketers who were once dependent on gut instinct and guessing games are able to operate sophisticated tools to create sites driven by real-time user behaviors and data with much ease.

But as much as e-commerce has evolved, 2013 promises to be full of even more great leaps forward for consumers — and for the online businesses that serve them. More channels and devices are digitally disrupting the market, and consumers are more fickle than ever.

Why bother with mobile when you already have a computer? 


More than 20 % of all e-commerce shopping sessions are already happening on mobile devices  – and that number is still growing  swiftly every year.

In the coming years, mobile will  comprise  of more than 50% of all  e-commerce shopping sessions, replacing shopping for items as we know it with  shopping online.

However, e-tailers should take  careful consideration  of the percentage of shopping sessions that actually convert to a purchase falls by more than 75 % on mobile without a mobile optimised shopping and purchasing experience. This represents an impending crisis for most e-tailers – a massive consumer behavior shift that will cause many e-tailers to miss earnings – and most aren’t even aware that it is coming.

While most e-tailers are still in the denial phase of this revelation, it is common to hear things like “those users will come back to their desktop to complete their purchase later” or “people shopping on a mobile device do not really have any intent of buying.”

However, users on mobile devices are often looking to complete tasks or sought out information in spare moments during the day, such as train rides, in between working hours, or waiting to pick up their children from piano class. Users want shopping experiences that make it quick and easy to fulfil those needs or desires.  Additionally if one site doesn’t, they’ll find another that does.

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Consumers that have grown accustomed to having mobile phones & tablets will expect platform specific offerings that provide better shopping experiences, geo – specific content, special offers & other  components that compliment & enhance life on the go.

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The importance of providing a responsive design will soon be a must have for mobile sites. The site that’s designed for optimal viewing no matter which mobile or tablet device is being used would need to adopt this method in order to maintain competitive in the market.

Consumers today are less tolerant to sites that fail to keep pace. Additionally, not only are consumers no longer using the same mobile device, they aren’t accessing your site from just one channel alone. While the PC rules the work day, tablets are used in the evening and phones are always there.

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Whether it’s online or offline, mobile or PC, marketing efforts and promotional offerings must be fully integrated with an on-the-go user in mind. This means combining these two worlds with various methods such as introducing mobile devices and tablets to the in-store experience (as a way for consumers to browse and engage) and mapping online and offline shopping profiles will be a necessity for the years to come.