The Rise of Mobile Commerce: Adapting to The Mobile First Customer

Brands must focus on providing a seamless shopping experience to mobile users on their smartphones. Follow these instructions:

Create a Mobile-Friendly Website

Having a mobile-friendly website is one of the most important steps for serving mobile-first customers. Your website should:

• Automatically adjust to fit any screen size, whether it’s a small phone or a tablet. 
• The layout must be clean and simple, with big buttons that are easy to tap without zooming in. 
• Text should be large enough to read comfortably
• Links should be spaced out, so users don’t accidentally click the wrong one. 
• All images should load quickly
• Menus should be easy to navigate with your thumb. 

People like to browse mobile friendly websites longer which may also encourage them to make a purchase. Such websites are also ranked higher by Google which means people can see your brand in top searches if your website is mobile friendly.

Build a Mobile App

A dedicated mobile app offers a smoother, faster experience than a browser. It also allows you to send push notifications, offer exclusive deals, and build stronger loyalty.

Mobile apps are becoming a preferred shopping channel. Apps are faster, offer a better user experience, and allow features like:

• Personalized recommendations.
• Loyalty programs.
• App-only deals.
• Offline browsing.

Many famous Pakistani fashion brands like Khaadi, Sana Safinaz, and Gul Ahmed have developed user-friendly mobile apps to offer a smoother shopping experience.

Speed Up the Experience

No one likes to waste time while waiting for a website to upload. Brands must check and ensure that their website loading time on mobile phones is less. This means your website should open quickly, which can be made possible by:

• Optimizing your images 
• Reduce heavy content
• Keep loading times under 3 seconds to avoid losing customers.

Simplify checkout

The checkout process matters a lot when shopping online. Your customers appreciate a simple checkout process. A long and complicated checkout process can make them abandon their cart. You can make it easy for your customers if you:

• Use auto-fill options so that saved details like name, address, and card info appear automatically. 
• Keep the number of steps low, ideally one or two. 
• Offer one-click payment methods like digital wallets, i.e., Easypaisa, JazzCash, Apple Pay, Google Pay, that make the process faster and more secure. 
• Also, allow guest checkout so users don’t need to create an account to buy. 

A fast and easy checkout encourages more people to complete their purchases and improves the overall shopping experience.

Integrate Mobile Payments

Mobile payments have completely changed how people shop online. Instead of entering card numbers every time, customers can now pay quickly using digital wallets and payment gateways. In Pakistan, services like Easypaisa, JazzCash, SadaPay, and NayaPay have made mobile transactions easy, especially for those who don’t have credit or debit cards.

These local mobile wallets allow users to pay directly from their phones, which makes the checkout process faster and more convenient. Many people in Pakistan feel more comfortable using these familiar apps, which builds trust and encourages more people to shop online.

Its benefits for businesses are:

• Faster Payments, due to which transactions happen instantly, reducing cart abandonment.
• Wider reach by which you can serve customers who don’t use traditional banks or cards.
• More conversions because when customers see their preferred payment option, they’re more likely to complete the purchase.
• Security, as these platforms offer secure, encrypted payments, which protect both the buyer and seller.
• Cost savings because digital payments can reduce cash handling and delivery issues.

Tips for e-commerce businesses:

• Always integrate local wallets like Easypaisa and JazzCash to attract a wider audience.
• Use secure payment gateways to build trust.
• Offer multiple payment options, including Cash on Delivery (COD) for customers who still prefer it.
• Display all payment options at checkout so customers can choose easily.

Use Push Notifications Wisely

Push notifications are useful to stay in touch with your customers. These are short messages that pop up on the customers’ phones. Whether they are using the brand’s application or not, such notifications are helpful, reminding users of:

• Abandoned carts
• Order updates
• Special discounts.

But it’s important not to overdo it. If you send too many messages, users may get annoyed and turn off notifications or, most probably, uninstall your app. That’s why each message should be short, relevant, and timed well. Only send messages that truly add value, like a limited-time sale or a back-in-stock alert.

Allow users to control what kind of notifications they want to receive. This makes them feel respected and keeps them engaged with your brand. Push notifications, when used the right way, can boost repeat visits, remind customers to complete their purchases, and even build loyalty over time.

Offer Customer Support on WhatsApp or In-App Chat

Customers want a quick response to their queries. They cannot wait for emails to reach their inbox. Especially those who use smartphones for online shopping prefer to chat directly with a brand, through WhatsApp or live chat options built into the website or app. That’s where smart tools like WhatsApp integration come in.

Platforms like Ginkgo Retail make this even easier for e-commerce businesses. Their system allows brands to connect directly with customers on WhatsApp. Shoppers can ask about order status, product details, or return policies, all from their phones. It also allows order confirmations, delivery updates, and customer service messages to be automatically sent via WhatsApp. This not only improves response time but also gives customers a familiar and friendly way to talk to your brand, building trust and increasing satisfaction

Make Product Browsing Easy

Use swipeable image galleries, filters, and categories to help users find what they want quickly, even on small screens.

Connect with Social Media

People spend a lot of time on social media apps, and businesses are using this to their advantage. With Instagram Shopping, Facebook Marketplace, and TikTok Shop, users can now buy products directly without leaving the app. 

Brands can:

• Tag products in Instagram posts. 
• Run Facebook ads with “Shop Now” buttons. 
• Partner with influencers to drive mobile traffic.

Collect and Use Mobile Analytics

Brands need to gather and analyze data regarding their customer’ activities on their mobile application or website. This data can help to improve customer experience and provide them with a more personalized shopping experience on mobile phones. Use an analytic tool for data analysis, such as:

• Which products get the most clicks?
• Where users drop off during checkout.
• What times of day do people shop the most?