Mobile matters for your e-commerce strategy

Patrick Schaudel, Vice President and Product Unit Lead for sitebuilder, marketing and e-commerce solutions at 1&1 IONOS

Optimising your website for mobile shouldn’t just be a consideration when developing your e-commerce offering, it’s essential to help maximise traffic and increase sales.

The UK is the third-largest mobile commerce market globally, expected to be worth $314.5billion by 2022, and as we are spending increasingly more time online, the convenience of connection means we often rely on these devices in our day-to-day lives.

Growth in this sector highlights huge opportunity, but also presents new challenges for online retailers, with a clear requirement for digital layouts to be optimised for mobile, without sacrificing the functionality of the desktop site. Big players are constantly setting new standards for what a mobile experience can offer, so the challenge for retailers is to find a way for their own e-shop to keep pace. One way to do this is to use mobile website templates with adaptable or responsive designs, or by accessing plugins for popular content management systems (CMS) that are regularly updated.

Part of the increase in mobile demand is due to the rise of social selling and promotion. Social media is key to driving traffic, both to offline retail, websites and, now, with an expectation that a purchase can be made directly in the social channel.

Therefore, it’s essential that your business creates a strong connection between its social channels and website to create a seamless shopper journey. Facebook’s business page and Instagram business profile mean product catalogues can be uploaded and added to the mobile friendly ‘shop’ section where products can be tagged in posts. Linking back to the website, this dynamic advertising strategy means that with one convenient click, that first impulsive glance can quickly turn into a sale.

However, it’s not just customers who reach your business via mobile; employees will be just as active on their phones too. That’s why it’s vital to choose an e-commerce platform that can be edited and updated on mobile, improving efficiency and making it easier for staff to track sales, as and when they happen. Store administration apps allow merchants to monitor stock and add or modify products directly from a smartphone, while managing key administration tasks on the go. It can be as simple as scanning a barcode, taking a picture and adding a description. Products can be online quicker than ever before, keeping up with the fast-paced nature of e-commerce.

An online shop is a tool to enhance your business, helping to reduce issues, improve capabilities and even respond to needs that business owners don’t foresee.

Choosing the right e-shop solution can be key for merchants to simplify the complexity of the changing needs of both merchant and customer. This way, businesses can concentrate on the core commercial offering, while still creating a convenient and slick online customer experience, without the need for significant technical expertise such as mobile optimisation.

With search engines such as Google taking mobile-friendliness into account as part of their rankings for web searches, website operators who seize the opportunity to create a mobile friendly e-commerce offering can reap the reward in website traffic and sales.

To find out more about how to improve your e-commerce website, visit 1&1 IONOS:

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