Mobile devices are accounting for a great share of online sales than in previous years.
Businesses with a complete eCommerce solution in place have taken an important step toward maximizing retail sales across their entire organization. In addition to supporting consumer buying habits through PCs, firms must also remember many people are using tablets and even smartphones to research items, compare prices and make purchases.
A new joint study by IMRG and Capgemini discovered 40 percent of all online retail sales between November 2014 and January 2015 throughout the U.K. were made from mobile devices, up 3 percent from the third quarter of 2014.
Tablets in particular appear to be faring well throughout the mCommerce space. The report indicated these devices accounted for three-quarters of all mobile online sales during Q4, followed by smartphones with 25 percent.
"The impact of mobile on general user behavior has been extremely significant - most of us now carry our phones around 24/7 and regard these devices as being a central part of everyday life. In an online shopping context, the smartphone has generally been regarded as a research tool for comparing prices and checking information primarily," commented Tina Spooner, chief information officer at IMRG.
Mobile influence may just be getting started
Companies that have overlooked mobile audiences up to this point should most certainly start to find ways to support these shoppers moving forward. Many people lack adequate time to travel to and from brick-and-mortar stores to purchase clothes and other products. After working long days, some customers may want to relax with their family instead of using their home computers to buy goods.
This is why mobile devices such as tablets and smartphones are so valuable. Consumers carry these products with them all day long. It is easy to access the Internet during their commute or when they have a free minute.
Spooner said U.K. shoppers are confident they can use their smartphones to complete purchases, resulting in mCommerce sales increasing from 20 percent of the U.K. market to 25 percent in just one year.
Strike a balance between all channels
The mobile trend taking place throughout the U.K. is just the tip of the iceberg. Globally, the use of tablets and smartphones for eCommerce-related purposes is also climbing. Brands that want to drive sales across their entire organizations can do so with the right inventory management solutions.
Customer preferences are essential for companies that want to keep everyone happy. Accomplishing this feat with outdated tools is a surefire way to alienate some consumers. For example, shoppers may pay for items online and elect to pick up their purchases at the brick-and-mortar store. Firms without modern solutions such as order fulfillment backups may mistakenly show stock is available when goods are actually at the warehouse waiting for transportation. This situation can upset audiences who want to give brands the benefit of the doubt but cannot overlook their shortcomings.
Businesses that focus on supporting all commerce channels, as well as implement order fulfillment tools, are in great position to generate sales and deliver the best service on all fronts.