Optimise Mobile Commerce Experience to Boost Customer Retention

It's hard to believe that mobile phones predate the internet because they have become ubiquitous. According to Pew Research, 97% of Americans own a cellphone — that’s nine in 10 people. Globally, 70% of the world's population are smartphone users. 

It was in the 1990s that second-generation mobile devices emerged. With the advent of 2G digital networks, advanced batteries and energy-efficient electronics, the rise of mobile usage exploded. 

However, more than access to the internet was needed to push people to m-commerce. It took another decade for 3G coverage to become widely available, promising higher data rates and a full range of multimedia services. 4G ushered in voice calls just like any other streaming audio media. Handheld devices were now possible with high-speed internet access, paving the way for a seamless mobile commerce experience and a new path to customer retention. 

Many early mobile devices were the size of bricks; now, almost everyone carries a smartphone.

So, it's no surprise that mobile commerce is on the rise. A recent study by digital payment company Square found that 98% of consumers "want to connect with businesses through their mobile devices," whether making a doctor's appointment or receiving email alerts for restaurant reservations.

Mobile commerce optimisation is the next step for retailers looking for ways to support on-the-go shopping. 

What is mobile commerce?

Mobile commerce, or m-commerce or mCommerce, refers to any monetary transaction conducted through wireless handheld devices such as smartphones and tablets. It is a subset of ecommerce that enables users to perform a wide range of commercial activities without needing a desktop computer. Examples of ways customers have benefited from simplified transactions using a mobile device for products and services include:

• Small businesses selling products at an art fair or local services, like massage therapists

• Individuals conducting online banking, like depositing a cheque, transferring money or participating in online bill pay

• People accessing information services like sports scores, weather maps, traffic and news updates

Two benefits of m-commerce are the convenience and portability of mobile devices, which allow users to engage anytime and anywhere with internet connectivity.

Crafting an exceptional mobile commerce experience

In the era of smartphones, mobile-first design is crucial for ecommerce success. As mobile devices increasingly dominate online shopping, businesses must adapt their strategies to meet the evolving needs of smartphone users.

This shift requires a comprehensive approach encompassing user-friendly interfaces, streamlined checkout processes and personalised experiences. By prioritising mobile optimisation, companies can tap into a vast market of on-the-go consumers, driving engagement and boosting conversions. 

Prioritise mobile-first design.

Web developers optimise mobile-first websites for small screens, with thumb-friendly pages that people can easily click or tap with a thumb. Content is compacted to fit the screen width and limit scrolling using drop-down lists and image carousels. 

Menus are accessed via a hamburger button and pared down to the essentials for online shopping. 

Design interactions suitable for touchscreens, such as swipe gestures for flipping through a product catalogue or pinch-to-zoom to view a product image in greater detail. 

Offer a seamless checkout process.

Provide a swift, secure checkout process that minimises the information users must enter. Guest checkout options let shoppers finalise purchases without mandatory account creation, reducing friction for first-time buyers who may not wish to register. 

Provide simplified forms with address lookup and auto-fill features to minimise typing. Progress indicators show users the number of steps in the checkout process and provide visual feedback when they complete an action.

BigCommerce's one-page checkout eliminates friction. When combined with payment processors like Apple Pay, Google Pay, and PayPal, enterprise stores enjoy a 70.8% checkout conversion rate.

Incorporate personalisation.

Mobile apps and websites generate vast repositories of customer behavioural data, including time spent on the site, products viewed, item wishlists and purchase history. 

Users can set their preferences through account creation or filtered search results, enabling retailers to provide personalised mobile marketing.

Enhance the customer experience with personalised pricing. Catalogue and pricing personalisation is possible without coding through your BigCommerce control panel.

Combine customer groups and display dynamic content, such as banners and promotions, that change based on user behaviour and preferences. Promote new arrivals or special offers tailored to your user's history.

Make customers feel safe.

Encryption technology has made high adoption rates on mobile sites possible. Previously, 2G networks were not encrypted, severely limiting online shopping. 

The internet never sleeps, and neither do cyber attackers. Good security practises lead to appropriate security protocols. BigCommerce's platform ensures a safe mobile shopping experience. It's built on Cloudflare Network, providing Enterprise-grade security and speed worldwide. 

Legislation around data and privacy protection is only increasing. For ecommerce stores, a privacy policy is crucial. A failure to have a sound privacy policy now puts companies at risk in the future.

By 2025, Gartner predicts "60% (of enterprises) will use cybersecurity risk as a primary determinant for business transactions."

Accept payments customers prefer.

There's nothing online shoppers like more than having options. With that in mind, BigCommerce is pre-integrated with over 130 payment providers.

We make "buy now" easier than ever. Place mobile wallets, Buy Now, Pay Later (BNPL) and crypto payment options so shoppers have the ultimate purchasing choice at their fingertips.

BigCommerce allows retailers to choose the best payment options, experience and pricing for their business to turn more mobile shoppers into buyers.

Advantages of mobile commerce

Americans check their phones 144 times a day. So much time on their phones means they often interact with mobile apps. Shopping apps have three to four times higher conversion rates than mobile websites and boast two times higher conversion rates than mobile sites.

The ubiquity of smartphones and the frequency with which consumers use them make mobile commerce an area ripe for investment and growth. Technology makes connecting with customers more effortless than ever.

Omnichannel integration.

Omnichannel retailing refers to transacting across multiple channels, including marketplaces, social channels and brick-and-mortar. It allows customers to browse items on one device and complete a purchase on another.

Persistent shopping carts and location-tracking ensure that when customers visit the ecommerce platform from another device, they can access items previously added to the cart and see the same personalised content across devices.

Mobile commerce is also an essential source of store foot traffic, and vice versa. Data from Think With Google shows that 59% of shoppers like to visit stores to see or touch products, even if they plan to buy online.

Location-based marketing.

Location-based marketing delivers targeted digital content, promotions and advertisements to users based on their device's location. 

Geo-targeted content is meant to resonate with the user's current situation. For example, someone might see an ad for a local music festival or real estate listings in their neighbourhood and be more receptive to the localised messaging.

Here's how it works:

• Geofencing: Defines virtual boundaries around a specific area, such as a store, shopping mall or event venue. When a user's mobile device enters or exits these boundaries, it receives targeted notifications or offers. 

• Beacon technology: Beacons are small, Bluetooth-enabled devices placed in public locations. They transmit signals to nearby mobile phones, allowing businesses to deliver messages, promotions and other content directly to users' smartphones when near a beacon.

• Location-based notifications: Businesses can send SMS or push notifications for promotions, discounts, event details or reminders to users' devices near a specific location.

• Local search: Ecommerce businesses can encourage users to check in at their physical locations on social media, offering rewards, discounts or loyalty points as incentives.

Improve customer engagement.

A companion mobile app or mobile-friendly website can encourage customers to engage with a brand more often. Send timely push notifications to notify customers about promotions, new arrivals, abandoned carts and special events. Implement in-app messaging to provide live chat support for mobile shoppers. 

Experiment with augmented reality to provide a virtual "try before you buy" experience, letting users visualise furniture items in their space or see what a pair of glasses or shade of eyeshadow would look like on them.

More reach and accessibility.

Advancements in technology have allowed commerce businesses to enter markets they may not have considered otherwise. Retailers can experiment with global ecommerce and dip their toes into foreign markets before committing to a full-on international strategy.

Expanding your customer base by boosting global reach represents an untapped profit centre. Before taking the plunge into international waters, here are a few things to consider.

• Operations: Ensure your people are equipped to handle international expansion. Team members should have international experience or be willing to expand their skills. Building separate teams and budgets for domestic and global operations may also be beneficial.

• Product demand vs. international supply: Track search activity to determine how often foreign customers visit your website and which products they buy most often in their home countries. 

• Scope of expansion: Outlining the scope of your expansion will make it easier to take tangible steps toward success. Define your business needs — Do you need to open a new brick-and-mortar store or simply adapt your web design and payment methods to meet the needs of your new market?

Convenient and fast transactions.

Smartphones have made multitasking the norm. What may annoy your friends and family is celebrated by online retailers. Responsive websites, easy access and simplified checkout processes have made it easier for customers to complete transactions quickly.

BigCommerce's shopping cart and one-page checkout features are designed to delight customers and represent a crucial component of conversion optimisation.

Challenges of mobile commerce

Designing digital interfaces for mobile devices means accounting for their inferior computing power and signal variability. Because of these challenges, mobile commerce may not always be the best option. 

Security and privacy concerns.

Mobile devices introduce many security concerns that don't apply to desktop computers. 

For instance, users may connect to unsecured public Wi-Fi networks on their smartphones, exposing their data to possible interception and hacking. Mobile devices are also susceptible to loss or theft, thus exposing the owner's data.

Here's how to secure your customer's data on mobile devices:

• Robust authentication: Encourage users to create unique passwords and enable multi-factor authentication. They can also sign out remotely in case someone steals their device. 

• Encryption: Ensure sensitive payment information is encrypted during transmission and storage. 

• App permissions: Avoid requesting unnecessary permissions, such as location tracking, unless they are integral to the app's function. Disallow these permissions when the app is not in use. 

• Security updates: Regularly patching a mobile app or website prevents cyber attackers from exploiting unknown vulnerabilities.

Ensure optimum speed and performance.

Minimising heavy graphics and complex layouts is crucial to ensuring speed and performance, especially on mobile devices. Only focus on elements that enhance the shopping experience. One way to do this is to use Content Delivery Networks (CDNs) to distribute content across multiple servers, depending on where most of your sales come from. CDNs reduce latency and improve load times for users in different geographic locations.

Businesses can also use advanced technologies like Progressive Web Apps (PWAs) and Accelerated Mobile Pages (AMP). PWAs combine the best features of mobile websites and native apps, offering faster load times and offline functionality. With AMP, customers experience a lightweight version of a retailer's website that loads almost instantly on mobile devices.

Storing frequently accessed data locally on users' devices reduces server requests and improves app performance.

Adhere to app store regulations.

App developers must adhere to guidelines set by the Apple App Store and Google Play Store to get their app approved and maintain a presence on the platform.

Ignoring these regulations can result in your app being rejected or removed.

• App store guidelines: Each platform has rules regarding content, functionality, design and user experience. 

• User privacy and data collection: Communicate how user data will be collected, used and protected. Comply with relevant data protection regulations. 

• In-app purchases: App stores have guidelines regarding payment processing, subscription models and price transparency. 

• User experience: Avoid excessive ads, pop-ups, and intrusive notifications that could lead to negative reviews. 

• Age ratings: If your app is age-restricted, ensure you correctly set age ratings and implement content restrictions. 

• App store metadata: Provide accurate app descriptions, titles and keywords.

Know your competition.

Mobile shopping puts the world at your fingertips, but your business is just one of many competing for attention in national and international markets. While mobile apps can foster stronger customer relationships, having a personal assistant in their pocket may prove more compelling.

Customers may visit your electronics store but comparison shop online while standing in the aisle — this is known as “showrooming.” They're also looking for coupons and reading online reviews. A Salesforce survey found that 60% of shoppers researched a product online using a mobile device while in-store and a significant share scanned a QR code while shopping.

Top trends shaping the future of mobile commerce

Mobile devices introduce opportunities for ecommerce retailers to connect with audiences in novel ways, from hands-free purchases to social shopping and more. 

Social commerce.

Social media, or online networking, has a long history going back to the 1960s and 1970s; social selling is relatively new in comparison.

Instagram introduced a shopping feature in 2016, but social buying has accelerated. According to a study by Accenture, the global social commerce industry is expected to grow three times as fast as traditional ecommerce and reach $1.2 trillion in sales by 2025.

The study predicts that Gen Z and Millennial social users will be the primary drivers for this growth, which TikTok and Facebook will undoubtedly fuel. 

Social media platforms are ideal conduits for users to discover new products and brands through posts, storeys, videos and influencer recommendations. 

Social commerce lets users complete purchases within a social app through shoppable social media posts. When users tap an item, they see a price tag and basic product information.

Shoppers can buy products without leaving the app, reducing friction between discovering a product and completing a purchase.

Brands can repost user-generated content to provide social proof, engage with audiences via live streaming to offer time-limited promotions or generate interest in a new product.

Voice commerce.

Convenience and immediacy are two driving forces fueling voice commerce. Hand's-free shopping and 24/7 access have made voice search a popular choice for today's tech-savvy consumers.

Over 1 billion voice searches are made monthly, with the monthly volume projected to reach 2 billion this year. Voice shopping consumers are expected to spend an estimated $39.8 billion worldwide.

The value of voice-assisted ecommerce sales surged by 321.7% over two years. In the United States alone, 49% of consumers (approximately 127.4 million people) use voice search for shopping-related activities.

This rapid growth demonstrates consumers' increasing popularity and acceptance of voice shopping technology.

Speaking is often faster than typing, so shoppers can buy more quickly. Most smartphones feature built-in voice assistants, enabling users to inquire about products hands-free. Voice assistants can send links to product pages matching the user's query, allowing them to complete the purchase on their mobile device. With the adoption of AI apps like ChatGPT, Gemini, and Bing's Copilot, voice search will soon accommodate almost any voice request.

Here are a few easy ideas to implement to ensure your website and apps take advantage of the promise of voice commerce.

• Use conversational language that matches natural speech patterns.

• Offer FAQ sections that directly address common questions users might say out loud.

• Optimise for featured snippets and add schema markup to provide structured data.

• Monitor performance rankings for voice search keywords and incorporate them into your content.

Mobile chatbots.

Historically, users started a webchat when they had a complaint or couldn't find something. 

Today's sophisticated ecommerce chatbots are like stand-in shopkeepers who can predict which products a shopper may want, accept mobile payments and find and ship an order.

Businesses can even programme chatbots to identify escalation triggers and gather context to alert an agent to an issue. Sometimes, a live agent can make the difference between a sale and a disconnected shopper.

In addition to answering product-related questions, bots are great for new customer onboarding. The bot can guide users through the initial setup or account creation process by offering clickable prompts or a virtual guided tour. 

One-click ordering.

First patented by Amazon in 1999, one-click ordering is a simplified checkout process that uses a shopper's existing payment and shipping information associated with their account to complete purchases in one click. 

One-click ordering is handy for customers who frequently purchase the same items. It makes the reordering process almost instantaneous. Mobile users who face limited time and screen space can likely benefit most from this simplicity. One-click checkout puts the customer in control.

More and more businesses are reaping the benefits of using one-click technology providers like Bolt. What makes Bolt stand out is its unique network of merchants and shoppers. The Bolt Network gives individuals a seamless path to purchase, from discovery to checkout. Customers experience less friction, which means fewer abandoned carts.

Video content.

We are constantly bombarded by interruptions, from daily reminders to always-on instant messaging apps. Research suggests that our attention spans are decreasing as a result.

Videos accommodate our increasing desire to consume content in small chunks. Video grabs and holds our attention more than text or static images can. For example, a B2B commerce business can demo a complex product installation, a fashion retailer can interview an influencer, and a local mechanic can host an unboxing and position themselves as the expert.

It's no surprise that short-form video content has exploded. The popularity of user-generated content (UGC) on TikTok has prompted other platforms, like Instagram Reels and YouTube Shorts, to join the social parade. Consumers are increasingly drawn to authentic, relatable content.

Ninety-two percent (92%) of consumers trust peer recommendations over brand advertising. Trusting friends and family first doesn't necessarily mean brands lose out. UGC helps brands feel more human and approachable. When done well, video content helps businesses connect with audiences, leverage user creativity and drive engagement cost-effectively.

Leverage omnichannel integrations.

As mentioned above, omnichannel retailing, i.e., connecting with customers across multiple channels, is a definite advantage when considering mobile commerce. This trend will continue because data-gathering technology continues to improve. Artificial intelligence is the latest tool to offer a 360-degree view of each customer with predictive analytics and real-time data. 

QR codes, once considered passé, are now back in style. Post-pandemic, restaurants embraced them for hygienic reasons; now, they save time on server duties. Diners can view the menu, order and pay online. The servers' responsibility is to bring the food and beverages, which is a more efficient use of their time.

Omnichannel takes the concept of "multichannel" and creates a seamless experience between offline and online channels. Thanks to technology, the customer journey is unbroken — from desktop to social to the retail app to the physical storefront, merchants create a unified shopping experience.

AR/VR shopping.

Augmented reality (AR) and virtual reality (VR) have been around for years and have ushered in the ability to create immersive customer experiences. Warby Parker was an early adopter of virtual try-ons for glasses, and IKEA popularised VR with its 3D-room customisations through mobile devices.

"Try before you buy" enhances the shopping experience and reduces return rates for related products, bridging the online and offline worlds. AR product views on mobile devices help customers examine items thoroughly before buying, increasing confidence in mobile transactions.

Now Meta has unveiled Orion, a prototype of augmented reality glasses that project holograms onto the real world. The glasses enhance VR experiences with neural wristbands that use electromyography (EMG) technology to interpret electrical signals from the brain controlling hand movements. 

This technology could be a game-changer for entertainment and gaming companies. More seriously, its applications in the medical field could be profound.

Meta's vision of the future reads like science fiction.

Mobile commerce optimisation success storeys

Growth is good, but for many ecommerce businesses, growth means growing pains. The ancient Chinese equate challenge with opportunity. Successful online retailers seek robust solutions that will grow with them.

Following are companies that took mobile commerce optimisation to the next level.

Closet London.

Case Study: Closet London

This women's apparel brand has grown steadily over the last two decades, designing and selling its clothing in the heart of London. As the business grew in popularity and scale, the owners knew it was time for a change. After signing on with BigCommerce and launching a new online store, mobile traffic and conversions positively impacted its business. 

Their ecommerce sales from mobile devices were up 65%, and mobile conversion was up 25% from before the launch. The owners saw first-hand that a mobile-first design approach enhanced the customer experience.

Just Sunnies.

Case Study: Just Sunnies

Just Sunnies boasts a catalogue of over 13,000 sunglasses from over 130 major brands, selling products worldwide and in local U.S. stores. Like many early online retailers, they had outgrown their old platform and wanted to create a seamless customer experience.

Their team developed a progressive web application that supports speed and scalability to improve the mobile and desktop user experience. BigCommerce helped the company achieve its front- and back-end goals, allowing Just Sunnies to continue growing in the ecommerce space.

Since optimising their mobile experience, 75% of their sales have come from mobile devices, a 13% increase year over year.

White Stuff.

Case Study: White Stuff

White Stuff founders funded their obsession with skiing in the Alps in 1985 by selling t-shirts. Over time, they opened more than 100 physical stores in the UK and Germany. They were not the leader in fashion ecommerce that they are today.

When they realised they needed to adapt to a new reality  — customers wanted to do so through their smartphones — they switched from a slow, clunky platform to BigCommerce's composable architecture.

Content agility became the star of the new online experience. 

The new site was 85% quicker overall and 100% faster on mobile phones, which makes their customers happy since most choose to interact with the brand on a mobile phone.

SOG Knives.

Case Study: SOG Knives

The knife carried by a highly classified US special ops unit in Vietnam inspired Spencer Frazer, an industrial designer, to launch SOG Knives. After many years of selling online with an abysmally slow, first-generation website, Frazer called in the troops.

SOG Knives elected BigCommerce to address page speed and other issues. The site was also difficult to navigate and shop on, and its multi-step cart and checkout process made mobile commerce challenging.

BigCommerce's rich app integrations, like Signifyd, Addrexx and Klavio, improved customer satisfaction measurably. Cart abandonments decreased, and email open rates soared.

Best of all, revenue from mobile increased by 4.5x!

How BigCommerce supports mobile ecommerce growth

Mobile-optimised storefronts

Even though a website is responsive, developers must still optimise it for mobile. BigCommerce's Catalyst storefront solutions are pre-optimised for performance, SEO and accessibility. With the addition of our best-in-class visual editor, Makeswift, marketers can create beautiful and engaging shopping experiences with no coding knowledge. Localised content can be displayed based on a visitor's location, increasing audience relevance and expanding your market reach.   

Streamlined mobile checkout 

Every consumer wants a pain-free online shopping experience, but most are frustrated when buying something on their mobile phones. Giving users the option of using a digital wallet like Apple Pay and Google Wallet streamlines this crucial process, increasing revenue. Contactless payments instill confidence because customers know that their credit card or debit card won't be stolen or their data breached at the point of sale.

Security and privacy are critical components to engendering trust and preventing fraud. BigCommerce's one-page checkout process includes the highest security and compliance features and site encryption.

AI-powered personalisation

Predictive analytics can help businesses with AI-powered personalisation by identifying patterns in customer data. BigCommerce's BigAI uses this burgeoning science to calculate the future lifetime value of new shoppers and is built on our existing native Google BigQuery integration.

Global mobile commerce

The internet ushered in the democratisation of ecommerce. Smartphones smashed open the gates to global access. These two combined opened a whole new world for m-commerce.

The global share of cross-border ecommerce is growing, and BigCommerce is here to support that growth by offering over 100+ currencies. This feature allows merchants to display, transact and settle in multiple currencies, allowing shoppers across the globe to transact in their local currency.

We also offer localised store experiences, whereby any new store is created in your local language by default and multi-language checkout.

The final word

Mobile commerce is rapidly transforming the retail landscape. Statista projects that 62% of all eCommerce purchases will be made through mobile channels by 2027. The focus is on customer experience optimisation which drives businesses to prioritise mobile-first design principles, streamlined checkout processes, and real-time personalised recommendations to enhance user engagement.

One of the main benefits of mobile commerce is the opportunity to go beyond increased retail sales. Businesses can leverage omnichannel integration, mobile banking, location-based marketing, and digital wallets to create seamless shopping experiences that drive customer loyalty.

Emerging technologies like voice commerce, augmented reality (AR), and virtual reality (VR) offer innovative ways to interact with customers. Social commerce integration allows for direct purchases within popular social media platforms, further expanding reach and convenience.

However, the mobile commerce landscape presents unique challenges. Security and privacy concerns are paramount, requiring businesses to implement robust data protection measures and maintain transparency about data usage. 

Performance optimisation for diverse mobile devices and networks and navigating complex app store regulations are crucial. The phenomenon of "showrooming" — where customers research products in-store but purchase them online— adds another layer of complexity to the competitive landscape.

FAQs about  mobile commerce