You sit in the coffee shop to have a cup of coffee, take a look around. You will probably see someone doing shopping on their smartphone. The girl on the next table is excitedly sharing her newly bought dress with her friends. The man who just finished his run is checking the calories of the coffee on his smartphone. Fortunately, people use their smartphones intensively throughout the day.
In a world where mobile is so fast-tuned, we should not be surprised that this is the new order. More than half of all e-commerce traffic comes from mobiles. And even more from mobile applications. According to Smart Insights, 89% of mobile usage comes from apps, not mobile websites. In fact, 33% of mobile users are seeking direct mobile apps. Forbes recently used the title “Shopping Apps: the fastest growing mobile device.” Based on discussions on how e-commerce retailers will benefit from mobile applications.
Why mobile applications are so successful in increasing e-commerce sales?
1-Speed: Mobile applications are built on a technology that helps them to open faster than the mobile sites. Thanks to applications with minimum network speed dependency, they do not see an empty white screen, they start with an impressive screen loaded. Research shows that there is a 7% loss of conversion rate for each one-second delay in page loads.
2- Ease of Use: Mobile applications are fed from the features of mobile devices. Mobile applications; are better than mobile sites to provide seamless shopping with accurate keypad positioning and alignment. A number of features such as voice dialing and barcode reading allow you to reduce the effort of accessing mobile applications and make shopping enjoyable.
3- Payment: One of the popular topics recently is mobile payment systems. iPay and Google Vallet are easy payment mechanisms that allow paying users who want to pay with a single click. One-click shopping triggers the purchase impulse, removing the question marks from users heads who have security concerns. These easy steps reduce the length of the shopping period considerably and increase the conversion rates considerably.
4-Push Notifications: This is one of the most critical tools for customer loyalty and re-purchases. Push notifications allow retailers to send more personalized messages to customers’ mobile phones, such as “Discover New Products” or “The Product You’re Looking For Is In Stock Now”. Push notifications significantly reduce cart abandonment rates. 70% of the cart abandonments can be saved and converted into purchases through push submissions.
5-Social Media: Smartphones are access devices for Facebook, Pinterest, Instagram and other popular social networks. Mobile apps make it easy for customers to share what they want. This allows the retailer to show a product to thousands of people.
6-On-the-Go Shopping: Mobile applications provide shopping opportunities everywhere, unlike on the desktop. It is enough that you just want to buy the product you want at the place you want. Now there are millions of people shopping while walking down the street.
Beyond all these statistics, even observations on the ferry and on the busses provide information about the future of mobile applications. Mobile applications for e-commerce sites; outperforms the mobile website sales and conversion rates. Some brands believe that it is more valuable for a customer to download a mobile app than a sale. The reason is; downloading a mobile application is seen as a guarantee to shop many times from that store.