Mobile Commerce: Why Your Business Needs to Prioritize Mobile-First Strategies

Published on November 8, 2024

Around 4.88 billion people worldwide now own a smartphone, and, on average, people spend about 3 hours and 50 minutes online on their smartphones each day with a significant portion of this time dedicated to shopping activities. With services like mobile wallets, one-click checkout, and even augmented reality, shopping via smartphone has become seamless and efficient.

Smartphones are essential tools that enable us to carry out nearly every aspect of our lives quickly and efficiently. With smartphones, people can handle everything from banking and emails to entertainment and shopping, all while on the move. For many, smartphones are the primary means of accessing the internet, 63.38% of all global web traffic comes from mobile devices. This means that nearly every industry, especially retail, has had to adapt to keep up with mobile-first customers.

Customers are not only browsing products on their phones but completing purchases right from their devices, often within seconds. In-store, about 63% of people use their smartphones while shopping. Of these, 34% compare prices, 28% look for discounts, 18% check if products are available, and 16% read up on product details.

With more customers relying on mobile to research and buy, e-commerce companies must optimize their platforms for mobile-first users to ensure smooth, convenient, and engaging shopping experiences. A mobile-first strategy means responsive design, mobile-friendly navigation, speedy load times, and seamless checkout options. Adopting such a strategy helps businesses to strengthen their grip in the competitive e-commerce market where mobile experiences define brand loyalty and sales growth.

Mobile commerce (m-commerce) has become essential for e-commerce businesses because it matches the way customers prefer to shop today. More people are using their smartphones to browse, compare, and buy products. So, it becomes essential for businesses to offer a smooth, mobile-friendly shopping experience.

Here are some key reasons why businesses should prioritize mobile-first strategies:

High and Growing Mobile Traffic

The fast growth of mobile commerce doesn’t seem to slow down. In 2023, mobile e-commerce sales reached over $2.2 trillion, accounting for more than 60% of total e-commerce sales worldwide. Moreover, as mentioned earlier mobile devices are generating over 63% of global web traffic, a significant portion of online customers are browsing, shopping, and comparing products via mobile. As smartphone ownership continues to rise, particularly in regions like Asia-Pacific, Africa, and Latin America, the demand for mobile-first experiences will only increase. Ignoring this trend could mean missing out on a large market segment that increasingly relies on smartphones for convenience. Improving mobile user experience will allow customers to shop on the go, giving them flexibility and convenience. Whether it’s ordering while commuting, quickly checking prices in-store, or browsing through an app, mobile shopping saves customers time and also helps brands increase their sales.

Enhance Customer Convenience and Accessibility

Mobile-first strategies prioritize convenience, enabling customers to shop anywhere, anytime. Customers frequently use their mobile devices to browse products, check prices, and complete transactions while on the go. They expect speed and fast accessibility when shopping online. So, by making the mobile shopping experience smooth and fast, businesses can make mobile shopping easy for customers in this fast-paced lifestyle, where customers value flexibility. Businesses can focus on:

Building highly responsive design because 53% of mobile users abandon a website if it takes longer than three seconds to load.

Collecting customer data as it is the most convenient way to gather useful information such as location and preferences, to provide personalized experiences. This personalization brings in customer loyalty and also increases conversion rates.
Enhancing mobile user experience as it improves readability and enables a more intuitive interface. According to reports, 38% of users will stop engaging with content if the layout is unattractive on mobile.

Focusing on these areas is essential with which businesses can not only attract but also retain mobile-first customers who demand fast, personalized, and frictionless mobile shopping experiences.

Mobile SEO and Search Visibility

In 2018, Google adopted mobile-first indexing, which means it primarily uses the mobile version of a site’s content to rank pages. Websites that are mobile-optimized are more likely to perform well in search results, increasing their visibility and potential to attract new customers. By prioritizing a mobile-first approach, businesses can improve their SEO and gain better online exposure, which is essential for driving traffic and expanding their customer base. This is particularly relevant as over half of online searches are conducted on mobile devices.

Websites optimized for mobile devices tend to rank higher in search results, which is essential for organic traffic. Google rewards mobile-friendly websites with better search rankings, and a mobile-first site can keep your website ahead in the competition of ranking in search engine results.

Businesses must prioritize mobile searches because mobile searches frequently have a local focus. Many customers search for stores or services nearby which makes it essential for brands to have a mobile presence to get benefits. 88% of people who conduct a local search on their smartphone call or visit a nearby store within 24 hours. Furthermore, nearly half (46%) of all Google searches are looking for local information, which means people are frequently searching for businesses near them. By optimizing for local searches, e-commerce brands can attract more foot traffic to physical locations or highlight nearby pickup options, blending online and in-person experiences. This strategy not only increases visibility in local search results but also brings in highly potential customers ready to make a purchase, thus enhancing both online and in-store sales potential.

Mobile Apps

Brands can develop their mobile app to give extra convenience to their customers. Mobile apps are highly customizable and can be optimized to load faster, and use mobile features efficiently, and easily. This creates a smoother shopping experience, leading to higher user satisfaction and reducing the chance of cart abandonment. Around 85% of customers prefer using mobile apps instead of mobile websites because apps have a highly responsive design, speedy, and easy to use. It allows brands to stay connected with their customers through targeted push notifications, which are very effective in re-engaging users. With mobile app development, brands can send personalized notifications about sales, new arrivals, or abandoned carts directly to users’ mobile screens. These notifications keep the brand top-of-mind, encouraging frequent interactions and driving higher conversion rates. Apps like Amazon, ASOS, and Zara offer easy-to-use interfaces, advanced search filters, and convenient checkout options.

Over 50% of mobile users abandon their carts if the checkout process takes too long i.e. more than 3 seconds. Here the mobile app lets brands speed up this process by integrating one-click payment options.

Mobile Apps are ideal for collecting valuable data about users’ preferences, shopping habits, and behavior. Brands can use this data to personalize the shopping experience by suggesting relevant products, recommending similar items, or offering exclusive discounts to app users. Many brands use apps as a central hub for loyalty programs where users can track their points, access exclusive offers, and receive rewards.

Brands with mobile apps for their customers can offer offline access to certain features, such as browsing a product catalog or saving items for later, even without an internet connection. This proves helpful to reach those customers who are located in regions with limited connectivity. As the service is not interrupted, brands can keep their customers engaged no matter in which area they live.

Mobile apps let brands incorporate advanced technologies for customers’ convenience like augmented reality (AR) for virtual try-ons which enable customers to visualize products virtually before purchasing. This enhances customers’ confidence during mobile shopping and also reduces return rates. Moreover, voice-activated search and AI-based chatbots can also be incorporated for further assistance.

Investing in a mobile-first strategy through apps enables brands to deliver a superior, convenient, and personalized shopping experience.

Mobile Payments

Mobile-first strategies often integrate mobile payment options, which simplify the purchasing process and improve conversion rates. Mobile payment options like Apple Pay and Google Wallet simplify transactions, minimizing checkout steps and making it easier for customers to complete purchases, reducing cart abandonment rates. Offering secure, fast mobile transactions builds customer trust, and businesses with optimized mobile payment options often see increased conversion rates. In addition, supporting a variety of options for mobile payments, including QR codes and digital wallets, allows businesses to serve international shoppers in markets where customers’ first preference is mobile payments. Collecting data from mobile transactions also helps brands understand customer behavior and target shoppers with personalized offers, enhancing both engagement and loyalty. As mobile commerce continues to grow, mobile-first strategies provide a smoother, more accessible experience that meets customers’ demands for fast, on-the-go shopping.

In-Store Mobile Integration and the Omnichannel Experience

A mobile-first approach is essential for businesses looking to merge their online and offline experiences. Many shoppers now use their mobile devices to enhance their in-store experience, whether by comparing prices, reading product reviews, or accessing store-specific apps. Research by Harvard Business Review indicates that 73% of customers use multiple channels during their shopping journey. Mobile-first strategies enable brands to offer cohesive experiences across both digital and physical channels.

By prioritizing mobile, brands can engage customers at various touchpoints, providing a seamless and enriched shopping experience that encourages both in-store visits and online purchases.

Cost-Effectiveness in the Long Run

Investing in mobile-first strategies can save businesses time and money in the long run. Rather than developing separate versions of a website for desktop and mobile, a mobile-first approach creates a scalable and responsive design that adjusts to any screen size. This reduces development and maintenance costs.

Data-Driven Insights from Mobile Users

Mobile devices provide valuable data, from location and browsing habits to purchase history, that helps brands understand their customers better. By analyzing mobile data companies can make informed decisions to work towards the growth of their business and improve customer experiences.

Mobile analytics allow businesses to:

Analyze user behavior, such as time spent on specific products, preferred categories, and purchasing patterns.
Refine their marketing strategies, personalize messaging, and launch more effective ad campaigns.
Improve their marketing efforts to make sure that the right message reaches the right audience at the right time.

Ways to Implement Mobile-First Strategies

To apply mobile-first strategies effectively, e-commerce businesses should focus on optimizing the user experience specifically for mobile devices. Here are the essential steps:

Responsive Design and Speed Optimization

Your mobile website should have a responsive design that adapts uninterrupted to various screen sizes. Be sure that elements like text, images, and buttons are easy to discover on smaller screens. Moreover, page speed also matters for mobile users. To optimize speed:

Compress images,
Enable caching,
and minimize CSS and JavaScript files.

Use collapsible menus to keep things organized and easy to access on smaller screens. This way, users can find what they need without feeling overwhelmed by too much information at once. Also, include prominent search bars and filtering options that are easy to use on mobile devices, helping users find products quickly.

Mobile-Optimized Checkout

Apply a one-click payment method and simplify checkout with mobile wallets (Apple Pay, Google Pay) and saved payment options. This reduces the steps needed to complete a purchase and improves conversion rates. The best thing is to use auto-fill and minimal data entry forms to make checkout faster. Removing unnecessary fields and steps makes the process smooth and reduces cart abandonment.

Implement Mobile-First Content

When creating mobile-first content, focus on making everything clear and easy to follow. Mobile users often skim, so keep your text short and impactful. The best way is to make it visually appealing by breaking it up with images and icons. Add interactive elements like scrollable galleries, carousels, and product videos to keep users interested and engaged. This will help create a smooth, enjoyable experience for people on mobile devices.

Add Mobile-Specific Features

To increase engagement mobile-specific features can be added such as:

Push notifications for promotions,
abandoned cart reminders,
and order updates to increase engagement.

These direct communication tools can significantly boost retention and sales. For local businesses, use location services to offer location-specific deals or encourage nearby users to visit your store.

Add Mobile-Specific Features

To increase engagement mobile-specific features can be added such as:

Push notifications for promotions,
abandoned cart reminders,
and order updates to increase engagement.

Invest in a Mobile App

For regular customers, a mobile app can offer a streamlined, dedicated shopping experience. Apps allow for enhanced customization, loyalty programs, and exclusive deals. Loyalty programs encourage repeat purchases. In-app purchases also simplify transactions, especially for frequent shoppers.

Optimize for Voice and Visual Search

Mobile optimization for voice search is also beneficial. Include natural language keywords and long-tail search terms to capture mobile users using voice assistants. Also, remember that many mobile users prefer to search by image. Implementing visual search can make the discovery of products while searching easier.

Conclusion

Mobile is the most used platform for shopping today. So, businesses should understand the need to prioritize and invest in mobile-first strategies as by providing the most convenient mobile shopping experience they can grow faster.

Obaid Arshad

CEO & Co-Founder