Mobile commerce (mCommerce) is reshaping the eCommerce industry, thanks to the rapid increase in smartphone usage globally. As mobile technology continues to evolve, businesses must prioritise mobile optimisation to engage a growing segment of mobile shoppers. According to Radon Media it is estimated that 57% of internet users globally prefer shopping via mobile devices rather than desktops.  

Growth of mobile commerce

JMango360 reports that 79% of smartphone users have made a purchase on their devices in the last six months. The rising adoption of mobile shopping, coupled with the expansion of mobile networks and increasing device capabilities, has positioned mobile commerce as a primary driver of ecommerce growth.  BigCommerce projects that by 2025, mobile commerce will generate $728 billion in sales in the U.S. alone. This shift reflects how smartphones are transforming the way consumers discover, research, and buy products online. It's not just about convenience—mobile commerce offers a faster, more seamless experience, which is what modern consumers now expect.  

Mobile optimisation techniques

To succeed in mobile commerce, businesses must ensure their websites and apps are fully optimised for mobile devices. Below are some key techniques that can help improve mobile user experiences and boost conversions.

Well-Designed Website

Responsive design ensures that a website automatically adjusts to different screen sizes, offering an optimal viewing experience on mobile devices. Websites without responsive design can lose a significant portion of their audience, as consumers expect frictionless navigation regardless of the device they are using. Responsive websites include large, clickable buttons, readable fonts, and streamlined navigation, making it easier for mobile users to interact with the content.   

Optimised Landing Pages

Mobile users expect websites to load quickly. A study by Google found that 53% of mobile users will abandon a site if it takes longer than three seconds to load. Businesses must implement strategies like image optimization, lazy loading, and Content Delivery Networks (CDNs) to ensure fast loading times. Salesforce emphasizes that load speed directly affects user experience, conversion rates, and SEO rankings.

Simplified Checkout Process

Complex or lengthy checkout processes can lead to high cart abandonment rates on mobile devices. According to Baymard Institute, 69.57% of online shopping carts are abandoned, often due to confusing checkout processes. Simplifying the checkout by offering guest checkout, integrating mobile payment options, and implementing a one-page checkout can reduce friction and improve conversion rates.

Mobile-Friendly Popups

Popups can be highly disruptive on mobile devices if they are not optimised properly. Instead of full-screen popups, businesses should use subtle popups that are easy to close and avoid disrupting the user’s shopping experience. WiserNotify reports that more than 10% of website visitors typically convert through popups on average. This shows that popups can enhance conversion rates if they are designed with user experience in mind.

Responsive web design vs. mobile apps

When developing a mobile commerce strategy, businesses often face the decision of choosing between responsive web design and native mobile apps. Both offer unique benefits:  

Responsive web design ensures that a website functions properly on any device—desktop, tablet, or mobile—without requiring users to download anything. It’s a cost-effective solution, especially for small to mid-sized businesses that want to optimize their web presence for mobile users. Responsive websites are the default solution for most businesses that cannot invest in app development but still want to capture mobile traffic.  

Mobile apps offer a more immersive and personalised shopping experience. They allow businesses to send push notifications, track user behavior, and provide exclusive in-app promotions. Apps are particularly effective for businesses with large customer bases, frequent repeat buyers, or loyalty programs. Radon Media points out that 78% of consumers prefer shopping through apps when making frequent purchases, largely due to their ease of use and personalized features.  

Additionally, research from Dynamic Yield found that 21% of buyers prefer mobile apps for shopping, while 17% use mobile web. This indicates that while both options are important, mobile apps hold a slight edge for providing a more tailored shopping experience.  

Mobile payment solutions

One of the major elements that should not be overlooked in mobile commerce is the payment systems, which should be both secure and convenient. According to mobile shoppers, the payment process must be fast, convenient, and secure. Incorporating mobile payment solutions like Apple Pay, Google Wallet, PayPal, and Shopify Payments is essential to enhance the customer experience.  

In 2022, the global market for mobile wallets was valued at USD 7.42 billion, and it is projected to expand at a CAGR of 28.3% from 2023 to 2030 (Grand View Research). This highlights the growing importance of mobile-friendly payment systems in reducing cart abandonment and improving conversion rates. As mobile commerce continues to evolve, businesses must adopt fast and secure payment options to remain competitive and meet customer expectations. 

 Offering one-click payment options simplifies the checkout process, allowing customers to complete purchases quickly without needing to re-enter payment details for future purchases. Amazon pioneered this feature, and it has since become a standard for improving user experience and reducing cart abandonment rates. 

Embracing the future: Mobile commerce as the cornerstone of eCommerce success

Mobile commerce is not a trend anymore; it is the future of eCommerce. By optimising your website for mobile users, investing in responsive design, providing seamless payment options, and learning from successful brands, your business can capture the growing number of mobile shoppers. With mobile traffic continuing to rise, now is the time to focus on building a mobile-first strategy to maximise sales and stay competitive in the digital marketplace.