M-Commerce for the Masses is About Mobile Web
Every e-commerce website wants an app. But let’s face it: apps don’t do everything.
Phones are getting crammed with apps that soon become forgotten and never get fired up again. Going mobile is a necessity though: look at all the m-commerce business giants such as eBay and Etsy. However, those who’ve been in business through the infancy of m-commerce have now all reached the same conclusion, and Ebay’s VP of marketing puts it bluntly:
“eBay is not m-commerce or e-commerce, it’s commerce period,” says eBay Europe VP of marketing,
Apps do make sense in case you need extra features that can’t be implemented through the usual channels: notifications, advanced device interactions, better integrated UX, etc. But you have to keep in mind that most of the time, when thinking m-commerce, people see mobile as an extension of the web and will alway follow a similar path:
- Cart & checkout
Bringing a user from the web to a mobile app without resetting the flow is currently a challenge – and actually pretty useless in my opinion. A streamlined mobile web process is far more efficient, with a UX built to fit the mobile constraints (bigger fonts, less content, no on-screen gadgets) it’s just as realistic to convert a visitor into a customer as it is on the web.
Bottom line: if’ you’re doing e-commerce, work on responsive design or at least a mobile version of your design, it’s the real key to enabling m-commerce – it’s cheaper and more efficient than building yet another mobile catalogue that nobody will end up using.