Mobile Shopping EU 2018

January 30-February 01, 2018

Hilton London Bankside

Contact Us: 44 (0) 207 368 9894

The 7 Factors Holding Back Your M-commerce Growth


We asked 100 retailers what’s holding them back as they attempt to ramp up m-commerce growth. See the data in full in our Mobile Shopping Benchmarking Report.

The top 7 results from the survey were...

#7. Struggling to track customer behaviour online


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There are many tools to help retailers track customer behaviour online, but it remains a significant challenge, particularly in regard to tracking customer behaviour cross device.

Unfortunately these platforms don’t come cheap, and as a result understanding customer behaviour can be more of an issue for smaller companies, or those that lack the resources to implement a state-of-the-art platform to make the magic happen.

#6. Technology systems


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With a multitude of technology systems offering their own solutions, it can sometimes be difficult to know which platform is right for your company. A huge challenge for retailers is choosing a provider that not only meets their needs, but offers the affordability and the flexibility to be able to face the future with confidence!

#5. Struggling to increase mobile conversion rates


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As the world increasingly becomes familiar with mobile devices for everyday needs, one problem m-commerce retailers still face is how to get customers to commit to purchases on their mobiles. Again, as confidence in mobile and the spending power of generation Z increases, retailers should start to see mobile conversion rates continue to improve in the next few years.

#4. Lack of in-house mobile talent


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Finding the right talent has always been a challenge, no matter the industry, and demand for the real diamonds is always going to outstrip supply. It’s a competitive market for the best staff, and the challenge for retailers today is how to hang on to the best talent once they have it!

#3. Unsatisfactory UX design


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Content is king! So the marketing proverb goes, but not if it’s hidden behind a plethora of pages, with a clunky navigation system to match, rendering that content lost or unusable. The same can be said of m-commerce. Implementing a mobile-optimised app or website could be the difference in reducing that checkout drop rate from 70% to 30%.

#2. Payment options


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If customer confidence wasn’t the main driving force behind payments, this challenge would be further up our list, but it’s not.

One of the biggest issues m-commerce professionals are currently facing is how to ensure that once the customer has successfully browsed, clicked, and is ready to purchase their goods that the lack of payment options doesn’t halt the sale. Payment options are the last hurdle an m-commerce professional must overcome in securing customer confidence and payment on their website, rather than a competitor’s.

#1. Company cultural mindset


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Gaining buy-in from the board can be a challenge no matter what new business case you bring to them, and with mobile now becoming an ever more legitimate sales channel, businesses must now take seriously the other opportunities this technology brings to the market.

The greater the investment in mobile, the more customers will be able to reap the rewards in terms of accessibility and convenience. Who wins? Well, everyone!

MS 7 Factors