Mobile-First eCommerce: What Customers Expect and Value in Mobile Shopping Experiences

By Afshan Kirmani Published: February 22, 2016 “Increasing conversion rates from mobile devices such as smartphones and tablets is a key goal of every ecommerce company.” Increasing conversion rates from mobile devices such as smartphones and tablets is a key goal of every ecommerce company. In 2015, the shopping-cart abandonment rate reached an all-time high of 70%, and it’s climbing. Since Morgan Stanley’s research suggests that 91% percent of adults use smartphones, why are only 14% of those consumers buying products online using their mobile device? Yes, people tend to browse on their mobile device, then move to their personal computer to shop online. But people tend to do this primarily because of poor usability and the lack of affordance on smaller devices. Shopping-cart abandonment can be reduced on smartphones and tablets. However, many companies struggle with delivering a seamless browse-to-buy experience on mobile devices. Shopping-cart abandonment—the loss of a customer who was going through an ecommerce site’s check-out flow—is widespread. A Forrester study found that 89% of consumers had abandoned a shopping cart at least once. Researchers attributed that high rate of abandonment to user sophistication: as shoppers become more experienced with online shopping, they are more likely to compare brand experiences online.

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