A very large percentage of customers nowadays access eCommerce websites on their smartphones and tablets. Also, mobile eCommerce (mCommerce) sales have already exceeded desktop eCommerce sales in countries like United Kingdom and Japan. Hence, an eCommerce application developer has to focus extensively on a web store’s mobile customer experience. In addition to accelerating mobile shopping experience of customers, the eCommerce website also needs to function like mobile commerce apps. Hence, it becomes essential for eCommerce application developers to keep in mind important aspects of mCommerce.
7 Important Aspects of mCommerce Each eCommerce Application Developer Must Know
1) Simplifying Shopping Experience
Many customers nowadays prefer mCommerce to eCommerce to buy products quickly and conveniently. Unlike desktop computers, smartphones and tablets enable customers to perform pre-purchase research and buy products/services anytime and anywhere. The mobile commerce apps further make it easier for customers to find relevant products, compare similar products, place order, and make payment. While developing an eCommerce application, developers must explore ways to simplify and speed up online shopping experience to keep visitors engaged and persuade them to buy.
2) Varying Mobile Devices
Nowadays, customers access eCommerce websites on different smartphones and tablets. Likewise, the choice of mobile commerce app also differs from one customer to another. But several studies suggest that smartphones drive more retail engagement and sales than tablets. On the other hand, a large percentage of customers access eCommerce websites on their tablets. Hence, eCommerce application developers have to focus on the customer experience delivered by the web store across different smartphones and tablets. They also need to evaluate the web store’s customer experience across varying mobile devices and platforms. Interested readers can read more on impact of mobile apps in eCommerce industry.
3) Maintaining Brand Consistency
Nowadays, many enterprises complement their eCommerce websites with mobile commerce apps. In such scenarios, the eCommerce application developer needs to maintain brand consistency across the eCommerce website and mCommerce app. He needs to keep the website and app identical by focusing on design, layout, product offering, and content flow. The app must convey optimal brand messaging to impress and engage the website’s existing customers. Likewise, the developer also needs to make certain changes to the eCommerce website to make customer experience and engagement just like the app.
4) Facilitating Cardless Payment
Unlike conventional eCommerce websites, mCommerce apps enable customers to make payment without pulling out cash or debit/credit cards. Most customers nowadays use mobile wallets to make payment without using physical plastic cards. However, there are still many customers who make payment through internet banking or debit/credit cards. Hence, the eCommerce application developer needs to ensure that the web store allows customers to use their preferred payment options. Also, he needs to explore ways to process the payment safely and keep sensitive customer data secure to win the trust of customers.
5) Security of Personal and Corporate Data
Most users nowadays store both personal and corporate data on their mobile devices. They even uninstall apps that affect the security of the information adversely. Hence, the eCommerce application developer must design the application with built-in security features to keep user data secure and prevent targeted security attacks. At the same time, he needs to ensure that the app encrypts the data at the time of storing and transmitting. The security features and encryption mechanism helps the application to gain the trust of customers and drive more sales.
6) Elaborate Software Testing
The user experience delivered by a mobile commerce app differs from one user environment to another. The functionality and performance of the same app also differ across browsers, devices, and networks. Hence, the eCommerce application developer needs to perform a variety of mobile application testing to assess the application’s user experience accurately. He needs to perform functionality, performance, usability, compatibility, and security testing to assess and improve the application’s user experience. Also, he needs to repeat the tests in varying user environments to produce more reliable test results and improve the application’s customer experience.
7) Specific Application of Mobile Commerce
Nowadays, mobile commerce is not restricted only to online retail sales. Many customers use mobile commerce apps to make payment directly from bank accounts, purchase airline tickets, buy movie tickets, reserve hotels or restaurants, and download paid digital content. Likewise, many enterprises use mobile commerce apps to provide after sales services, drive digital marketing campaigns, facilitate intra-office communication. Hence, the m-commerce application development strategy and goals differ from one enterprise to another. The eCommerce application developer must understand the precise business needs and exact application of mCommerce to deliver a high quality application.
On the whole, mobile commerce sales will soon exceed desktop eCommerce sales in many countries. Hence, an eCommerce application developer has to explore ways to bridge the gap between eCommerce and mCommerce. He has to design eCommerce application with the features required to facilitate mobile commerce and deliver optimal mobile shopping experience.