In our increasingly digital world, consumers are always looking for on-the-go solutions for everyday tasks. Source <> http://www.ecbilla.com/blogs/role-of-mobile-in-ecommerce-marketing.html

1. Role of mobile in ECommerce
marketing
In our increasingly digital world,
consumers are always looking for
on-the-go solutions for everyday tasks.
From hailing a taxi to doing taxes, mobile
solutions have quickly been on the rise at
an exponential rate, and one of the
quickest growing sectors of mobile
technologies is eCommerce.

2. Given the number of shopping apps
available for mobile devices, its popularity
comes as little surprise but in order to
better understand the extent of this
eCommerce trend, we must answer the
question: “How big is mobile?”
Sales from mobile commerce in American
markets grew from $75bn to $104bn last
year, a 38.7% increase. And this number
will continue to grow, as sales are
expected to hit the $350bn mark in 2016.
While the United States boasts of a strong
and active eCommerce scene, mobile
commerce is much larger than just one
market.
A study by Internet Retailer suggests that
although the absolute number of users is
lesser than the United States,

3. Asian markets experienced a staggering
240% growth in their mobile commerce in
2015, which was six times the growth rate
in the US, the European markets saw a
growth of 71% from the previous year, and
Latin American markets saw a spike rate of
60%.
The study further suggests that these
growth spurts in the mobile commerce
space are a result of an influx of visitors
flocked to the mobile way of shopping.
Mobile merchants reported 3 billion
monthly visits, a jump of nearly 70%.
Of these visits, 965 million were unique
visitors, a figure that increased 44% from
last year. Mobile commerce is expected to
grow at almost three times the rate of
overall eCommerce growth across all
platforms.

4. Around 60% of American consumers own a
smartphone, and half of them are opting to
use that device for their purchases,
resulting in 30% of all eCommerce sales
coming from mobile commerce.
This change in shopping habit has
drastically changed how the consumer is
looking to be connected with. While taking
the shopping experience out of the store
may seem to decrease one-on-one
interaction, it actually improves it.
Over half of eCommerce app users expect
cloud retailers to reach out to them with
valuable personalised information via
push notifications or other alerts. These
notifications have a positive impact on
follow-through purchases and the general
shopping experience.

5. Online retailers report that 70% of their
transactions were through their app
compared to the desktop equivalent. This
figure can even increase to 80% when
referring to online fashion retailers.
Mobile commerce has become a
worldwide phenomenon, and future
eCommerce trends will have the chance to
thrive in this environment. As people
increasingly continue to treat their phones
as an extension of themselves, mobile
commerce conversion rates will only climb
upwards.
In fact, over 70% of mobile users spend the
majority of their time on their device in
apps, which contribute to the growth of
mobile commerce over other forms of
eCommerce.

6. The success of mobile eCommerce
technology worldwide should urge
eCommerce companies to create big
marketing plans for mobile platforms.
-> The focus must be on retaining and
engaging users and growing lifetime value
through personalised in-app
recommendations and other app-specific
features
-> Data will continue to play a central role
in executing these personalised customer
engagements
-> An optimised cross-channel marketing
strategy will help eCommerce marketers
drive relevant new users, connect with
existing ones and bring back loyal
customers to their app

7. -> Measuring the right parameters and
using the right channels for user
engagement will help eCommerce
marketers grow their marketing
effectiveness and ROI
-> No marketing strategy can be perfect. It
needs to evolve and improve with the
ever-changing dynamics of the vertical
To stay ahead of the competition in the
eCommerce market, it is imperative to
address mobile consumers and build the
connection in store and out.
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