2010
Mobile gradually becoming vital to operation of ecommerce websites
The mobile platform is becoming an increasingly competitive space for many online retailers. According to a recent report from Forbes Insights, 73 percent already operate mobile programs while 20 percent are considering it.
The big incentive for switching to the mobile platform is capturing the “first-mover advantage” as smartphone penetration increases, indicate 47 percent of respondents. Nearly one-quarter (23 percent) say they are adopting the platform in response to their competitors.
While mobile websites are currently the most popular strategy for the platform, downloadable applications will be the focus in 2011. More than one-third (36 percent) use mobile-optimized websites right now, but in one year, 44 percent will utilize mobile applications.
Retailers are generally happy with the additional traffic they’ve been able to drive to their ecommerce websites from the platform, with 62 percent reporting their mobile strategy either met or exceeded their expectations.
A recent study from Shop.org and Forrester Research recommends online retailers supplement traditional platforms with mobile marketing. “It’s imperative for online retailers to stay on top of what their customers want, and these days it’s all mobile all the time,” Scott Silverman, executive director of Shop.org, told DMNews.
