If recent consumer research is correct, the perfect mobile shopping experience must include mobile apps, text messaging and conversational transactions.

One such report from Square, a payment service provider and Wakefield Research found that 30% of US adults surveyed in July 2022 plan to increase their mobile shopping activity in the next 12 months. come. And almost all respondents (98%) want to interact with businesses on mobile devices.

Sellers should pay close attention to this practice because it may require more investment. Early adopters can gain a competitive advantage, but they must take financial risks by guessing how usage will evolve.

Three technologies could soon dominate the mobile shopping experience. One, mobile e-commerce apps, is nothing new.


Mobile shopping app

Using apps for mobile shopping can continue to grow in popularity as consumers become more sophisticated.

Many merchant apps allow consumers to make purchases on their phones with just a few clicks. These apps are designed for the mobile user and provide an unparalleled shopping experience.

Amazon’s mobile app does this very well. Shopping from a smartphone is as easy as a desktop computer. Amazon has used its mobile app in all its grocery stores. The app interacts with these stores and reminds shoppers of past reviews, shows Prime Video promotions, and even offers voice search.

Ecommerce stores, especially smaller ones, have long struggled with choosing a mobile-friendly website or app. Now the answer can be both.

Square’s research found that 81% of Millennials (age range: late 20s to early 40s) and 73% of Gen Z (teens and 20s) use their phones for shopping. These consumers show engagement when you install a brand’s mobile app, which can increase repeat purchases.


Purchase via SMS (SMS or MMS)

SMS marketing has been cut recently. Gary Vaynerchuk’s Wine Writing is one of the most famous examples of success.

The mobile shopping model allows customers to make purchases by sending a text message to a short code or mobile phone number.

In the case of WineText, the buyer provides payment information when registering. When WineText offers, for example, a Pinot Noir at $14.39 a bottle, the buyer simply answers the number of bottles they want, thus completing the process.

Soon other e-commerce platforms will offer this feature. Imagine a customer entering an online storefront powered by Miva. This person buys traditionally from a computer. The platform stores payment and shipping information securely. During checkout, the buyer can choose to receive SMS notifications and sales information.

Then, customers who sign up for SMS marketing messages only need to answer “yes” or the number of items they want, as Miva stores both payment and shipping information. Barriers to purchase decrease.


Conversational business

Conversational marketing is a new phenomenon created by the rise of messaging apps such as Facebook Messenger, WhatsApp and WeChat.

Conversational commerce allows customers to do business through live chat with customer service representatives or via live chat. These conversations take place on messaging apps designed for communication rather than trading.

A successful example of a chat business is 1-800-Flowers. The company has built a chat on Facebook Messenger that allows customers to order flowers by sending a message. The bot guides the customer through selecting a bouquet, adding personalized information, and choosing a delivery date.

Interestingly, the 1-800-Flowers chatbot can handle the entire buying process without transferring the buyer to a human.

Although in its infancy, chat business holds great promise and may eventually rival traditional e-commerce.

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