From e-commerce to m-commerce & the opportunity for marketers
Following hot on the heels of e-commerce’s 20 year anniversary, the next development in m-commerce was announced; namely, Apple and its payment facility Apple Pay. With these two milestones in mind and the end of the year rapidly approaching, it felt like a good time to take a look at the journey from e-commerce to m-commerce and explore the extent of the opportunity available to marketers.
The demise of e-commerce
Back in the mid-1990’s, eBay was revolutionary. Following on from the advancement of buying online which was, at the time, ground-breaking in itself, the creation of an online marketplace where anyone could sell and not just buy but bid for items really was revolutionary.
But now eBay and the idea behind it isn’t just the norm – it is by some standards outdated. One such example of a more modern version is Depop – an app with the same principle as eBay, but one that is designed for mobile and, instead of bidding, you simply buy products at the stated price.
The rise of m-commerce
Whilst the rise of mobile phones and the advent of m-commerce meant that buying on mobile was possible, consumers were initially very wary of this, for reasons greater than simply the unknown. Namely, the fact that transactions took so long to process that they would likely crash or time-out half way through unnerved customers and prevented them from shopping in this way. The security (or lack of) surrounding payment was, of course, another issue.
The introduction of 3G and now 4G (and 5G is no doubt on the horizon) was another radical advancement that would change the way people shop forever, as transactions happened almost instantly allaying shoppers’ previous fears. Furthermore, the invention of PayPal meant that customers felt far more assured about the security of such transactions and the transaction was far quicker due to the storing of card details.
The pace of developments
From buying online to buying on mobile phones, it doesn’t seem like two minutes since we had the option to add things to our #amazonbasket whilst browsing on Twitter, but already this has been taken to the next level with certain retailers, including Burberry, now trialling the facility to allow users to buy straight from Twitter.
If the trial proves successful, this will present an even greater opportunity for mobile than imagined, as it gives shoppers a quick, easy and simple way to browse and purchase products on-the-go. This should encourage shoppers to purchase from their mobile devices more regularly. With just 9% of consumers currently looking to purchase from such devices daily, according to our recent research, and 24% looking to purchase weekly, these statistics highlight that we really are at the beginning of the m-commerce journey. There is a plethora of opportunity for brands looking to focus on and increase their presence in, m-commerce.
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