First off, we’re not about to diss mobile applications for eCommerce businesses as they are certainly beneficial in some areas.
Mobile payment systems, for example, are convenient for people who shop on their smartphones or tablets.
However, we would like to point out that your online business can actually do without most of these apps.
That’s the reason why two-thirds (66%) of UK’s top retailers do not offer mobile apps on handheld devices.
Based on Episerver’s State of Digital Commerce report, majority of online retailers give their brands mobile presence through a responsive eCommerce site.
As to why they prefer that over mobile apps, David Bowen, head of product at Episerver, has this to say:
“In 2017, mobile is going to play a bigger role than ever before in both marketing and retail. Our research shows that smartphones have reached near-complete adoption in the UK, with ownership of tablet devices also now pushing 70%. Yet while mobile commerce is going to be hugely important for today’s retailers, mobile apps are going out of style.”
He further added that consumers are used to finding information on a web browser, and wouldn’t go to the trouble of downloading, installing and launching different apps for each brand.
Spare them the headache
Online shoppers stay loyal to eCommerce sites that are easy to navigate and offer the easiest shopping and payment methods; click and pay is the way to go.
Asking a customer to download and install an app through which they can explore your product spells hassle, let alone pushing them to update the app.
If you have a mobile responsive eCommerce website which works across multiple devices, a customer can check out your merchandise and make a purchase at once.
Increase mobile conversion faster
The likelihood of increasing your sales with a responsive website is very high as Internet users can instantly access your store and products through a single URL.
What’s more, potential customers can get to your store from various portals, namely social media sites, blogs, email, etc.
The same cannot be guaranteed by a mobile app because unless it is downloaded and installed on a user’s smartphone or tablet, it cannot display your product information.
Needless to say, a mobile responsive eCommerce site is easier, not to mention faster, to build than a mobile app as the latter requires different versions for each type of device or platform.
As you embark on m-Commerce, weigh the risks and benefits of every mobile app carefully.
If you decide to integrate one with your eCommerce site, see to it that it’s going to be valuable to the growth of your business.
As always, to your continued success,
Dave & Matt