It’s not really a secret that mobile commerce is on the rise and has been for a number of years. But if you need some concrete evidence of mobile’s path toward dominance, here are three reasons why mobile commerce is only going to keep growing in 2015 and beyond.
The days of the desktop — and laptop, for that matter — are making way for the age of mobile. At the top 10 U.S. retailers, almost 50% of users utilize only mobile devices to shop. What’s true for the top retailers in the U.S. is likely going to be true for smaller players in the U.S. and elsewhere, for a few logical reasons.
First of all, many people who shop at the top retailers also shop at smaller retailers already, so although the statistics aren’t available, a large percentage of people shopping at smaller retailers likely already rely solely on mobile devices. On top of that, though, the norm is being established that mobile experiences need to be amazing, and as customers become accustomed to such experiences with the larger retailers, smaller retailers will follow suit to emulate the big boys and remain competitive.
As stated on Google’s Mobile SEO Guide, “Responsive design is Google’s recommended design pattern.” Add to that the fact that Google is going to begin using mobile-friendliness a ranking factor in April 2015, and the result is that everyone from SEO experts to web designers to marketers is going to be placing more of an emphasis on mobile to stay in Google’s good graces.
This point is especially true when it comes to restaurants and coffee shops and is really reflective of the increasing role that mobile continues to play in the everyday lives of consumers. Take Taco Bell for a prime example of this phenomenon. You might not picture Taco Bell as an innovator in the mobile commerce space, but they were one of the first in the fast food industry to roll out mobile ordering. With Taco Bell’s app, customers can order ahead, pay within the app, and simply pick up the order in-store. Others such as Starbucks have taken a different approach, creating apps that are primarily used for payment and loyalty rewards (Starbucks is even expanding its mobile capabilities to include remote ordering).
Still others have taken to third-party apps to streamline customer experiences in-store. Take our hometown coffeeshop Dunn Bros for example — for the past year and a half, they’ve been using an app called LevelUp that combines mobile payment and loyalty rewards, all without any extra app development costs for Dunn Bros.