It seems that long drawn out checkout process are the number one problem for mobile ecommerce with 31% of shoppers saying they would spend more if it was quicker and easier to buy, according to a report. The key grip about the mobile ecommerce experience relates to cumbersome checkout experiences that lead to higher cart abandonment rates.
In a survey of 16,000 consumers in ten different countries, it was shown that British consumers have an average of seven apps downloaded to their smartphones. The global average is ten. And 37% of UK consumers prefer to shop using a mobile browser rather than a mobile app and that’s more than any other country surveyed.
What is perhaps most interesting about the report from Worldpay is that the UK shoppers seem to be the most sensitive consumers when it comes to a long and drawn out checkout process.
The mcommerce market in the UK is one of the fastest growing in the world, but it’s also among the most demanding. Consumers are reluctant to download new apps, and quick to axe those that don’t prove valuable, meaning it’s no longer enough for brands to develop an app for purely functional purposes. This serves as an important reminder to merchants that the latest in smartphone technology, from fingerprint scanning to facial recognition, can help create a faster and friction-free user experience.
– Shane Happach, EVP, Head of Global Ecommerce at Worldpay
Mobile ecommerce remains a key area for online spending growth but now it looks very much that just having an app isn’t enough, although it’s a vital start. The ability to store payment details is a key desire from shoppers. Initial set-up too, providing personal details, can often be boring and unintuitive making it ever more vital to make it as easy as possible to get started and shopping.
You can find out more about mobile ecommerce in the Tamebay DIY ecommerce guide to mobile.