M-Commerce Is Not Just For Retailers
The growth in m-commerce – transactions via mobile devices such as smartphones and tablets – has been dominated by the retail sector, with m-commerce sales driving e-commerce growth in the UK, Europe and globally. However, other online merchants operating in different sectors could be missing a trick by not optimising their online payment gateway for mobile.
Last October (2017) mobile browsing overtook desktop for the first time, with more people browsing the Internet on a mobile device than on laptops or desktop computers. While many consumers use their mobile device to search for information and then a desktop device for online transactions, users are increasingly become more comfortable with making online purchases using a mobile device. According to research firm eMarketer by 2021 retail m-commerce on smartphones and tablets will generate an estimated $420.2 billion in sales, exceeding the $359.4 billion in e-commerce sales from desktops and laptops.
As smartphone and tablet users become more comfortable with mobile transactions for consumer goods, they will increasingly want a similar customer experience when making other payments. Online gaming is already seeing demand for friction free mobile transactions, as mobile devices are popular with gamers. The leisure and entertainment sectors are also a natural fit for mobile payments as consumers browse for tickets, accommodation and digital entertainments on their mobile devices.
While currently consumers are more cautious about making mobile purchases for big ticket items, as confidence grows we expect consumers to embrace the convenience of making a payment directly from their smartphones, especially on trusted mobile friendly sites and apps.
Businesses providing services and public sector organisations should also start planning for mobile payments, if they are not already doing so. Local authorities especially, as many people using council services, such as paying rents and fees, don’t have a desktop device. Sales of desktop PCs have been falling year-on-year with consumers opting for low cost and high performance tablets or laptops instead.
Advances in smartphone technology are now also having an impact on the tablet and laptop market; smartphones have become less clunky and easier to use for cloud applications, negating the need for any other devices. eMarketer forecasts that m-commerce sales on smartphones will dwarf tablet usage by 2021, with smartphones generating an estimated $346.3 billion, compared to $72 billion from tablets.
If your organisation wants to take online payments you need to optimise your payment processing for the devices your customers are using. Therefore it makes sense to get ahead of the curve when you have the opportunity. This means ensuring your website is mobile-friendly, but also that payment pages are too. Prefilled forms, alternative payment methods, simplified user-friendly buttons and trust badges to install confidence in your customers, all help conversion.
have a number of articles on this subject that can help your business or organisation optimise mobile payment pages and sharing best practice for m-commerce. For further reading click on the links below:
- The Evolution of Mobile Payments: What’s Next?
- Mobile Payments And Our Multi-Channel World
- How To Get Mobile Payments (m-commerce) To Work For Your Business
- M-commerce Market In Europe: Who’s Mobile Friendly?
If you want to talk to a payments expert about mobile payments, get in touch with our team. Call +44(0)8082564381 or email [email protected]