M-Commerce: Are You Ready?

As an owner of a smartphone, I can tell you that I have made more purchases from my phone over the past year than I did from my PC. I have found that my smartphone accommodated the spur-of-the-moment and prompted me to research and purchase on-the-fly from establishments such as Amazon, Orbitz, Best Buy, GameStop, Dockers and Macy’s, to name a few.

As mobile Internet devices are strategically placed to surpass the PCs, industry research points for the need of organizations to develop e-commerce apps and mobile-friendly websites to expand their operations to accommodate mobile users. There are approximately 2 billion Internet users worldwide, and it is estimated that this number will grow to 2.7 billion by 2015. E-commerce is also anticipating a growth in spend from $708 billion to $1285 billion by 2015. According to IDC (International Data Corporation), “the number of mobile Internet users will grow by a compound annual growth rate of 16.6% between 2010 and 2015.” In addition, a forecast from Gartner Inc. also indicates that 50% of company sales will also be generated through mobile devices by 2015. Companies such as Recreational Equipment Inc., Target Corp. and HSN Inc. have been working to stay ahead of the curve by developing mobile-friendly sites for users. Overall, the consensus from the online marketing industry is to be prepared for m-commerce, as advertising, spending and accessibility will increase significantly.

Below are a few m-commerce tips from E-tailing Group, who provided “mystery shop” studies on retailers:

  • Ensure all paths used by mobile phone owners lead back to the mobile site.
  • Keep usability top-of-mind.
  • Maintain branding consistency across all channels.
  • Provide a store locator that includes comprehensive information.
  • Enhance product pages with comprehensive product information.
  • Provide shoppers the ability to reach out and touch someone.


For more detail on these bullet points, click here.

For information related to tablet devices and paid search, please read “Creating a Paid Search Strategy for Tablets.”


Executive survey: Learn what NE Ohio’s retailer decision-makers say about using social media for marketing in Fathom’s executive survey.

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