Tag: online shopping

Mobile shopping results in fewer page views

A recent report has shown that retailers are struggling to boost site use among smartphone based shoppers.

Though it may seem quite easy to applaud the growth of mobile shopping and to feel that it is simple to hop on board and offer people a great m-commerce experience, provided that the site is smartphone-friendly, retailers are discovering that customer habits make things more challenging than anticipated.

Among the main problems is that shoppers are less likely to browse around when they use mobile devices.

A recent study, conducted by SimilarWeb, found that people using mobile shopping are viewing a smaller number of pages per site visit. Last year, the average online shopper using a desktop or a laptop viewed an average of 8.3 pages per site visit. That said, the average shopper using m-commerce channels such as smartphones and tablets saw only 5.8 pages. When it comes to trying to encourage people to add more to their carts, that represents a considerable reduction in opportunity for retailers.

The research also found that mobile shopping cuts down on the length of time of the visit, as well.

Mobile Shopping - TabletSimilarWeb determined that when shopping over desktop or laptop, people would browse around for an average of 6 minutes and 50 seconds on a retail site in 2015. However, when using mobile devices, that length of time fell considerably, plummeting to only 4 minutes and 29 seconds.

According to the firm’s digital insights manager, Pavel Tuchinsky, “Engagement and time on site has not been maintained in the transition toward mobile shopping.” That said, Tuchinsky also felt that there was a solution to this challenge. He explained that “Retailers must continue to embrace the rapid change towards mobile, including better checkout flows, and integration between desktop and mobile sites.”

It is no mystery that mobile shopping is becoming exceptionally important to shoppers. In the United States, it’s estimated that about 55.8 percent of all retail site visits came from users of smartphones and tablets in 2015. It will be up to retailers to try to keep on top of these trends and to better understand what their customers want if they intend to stay ahead in online sales.

Facebook continues pushing into the e-commerce space

Social media company hopes to find success with latest e-commerce initiative

Facebook is moving forward with its latest push into the e-commerce space. The social media company has had trouble in this sector before, as its previous e-commerce projects have proven to have little impact and failed to attract support from consumers. Facebook may have found a way to effectively engage consumers, however, with its new shopping feature that it has begun testing with a small number of merchants.

Merchants will be able to sell products directly through Facebook

With Facebook’s latest attempt to break into the e-commerce space, brands will be able to display their products on their Facebook page. Consumers will be able to find information about these products and make a purchase without having to leave the page itself, making digital shopping more convenient. This is not a new concept for Facebook, of course, as it first began inviting brands to use the social media site as their business gateway in 2009.

Company’s previous e-commerce endeavors have failed

e-commerce & facebookBy 2011, Facebook had convinced several large companies, including Nordstrom and GameStop, to open digital stores on the social media site. Through these stores, the brands would sell products, but consumers would be directed to a dedicated e-commerce site operated by the merchant they were purchasing products from. The initiative proved to be fruitless, however, as merchants saw no significant increase in sales or engagement. The companies participating in the initiative closed their digital stores on Facebook within a year.

Social media companies see great promise in the e-commerce space

Facebook is not the only social media company that is trying to find success in the e-commerce space. Twitter and Pinterest have also begun experimenting with “buy” buttons, with their focus leaning more toward mobile consumers interested in shopping online. Even search giant Google is focusing more heavily on the e-commerce space, giving merchants a way to sell products directly through display ads. These companies have, thus far, seen limited success in their endeavors, but they have high hopes for the e-commerce space, especially when it comes to the number of growing mobile shoppers.