Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
You are in: > Home > Research > Research Articles

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

Partner Perspective: The future of mobile commerce

Linked InTwitterFacebookeCard

James Gagliardi , VP of product and innovation at Digital River , anticipates the era of mobile-first





I’M WRITING THIS post on a laptop, but there’s a good chance you’re not reading it on one. The shift to mobile has profound consequences for retailers. Recent research estimates that almost half of online retail sales in the seven largest EU markets will happen on mobile devices by 2018. In the next three years, phone and tablet commerce in the UK alone is expected to grow a little more than 50%. For retailers, then, the question isn’t whether to design mobile-first, it’s how.





[caption id="attachment_69158" align="alignright" width="200"] "For retailers, the question isn't whether to design mobile-first, it's how" James Gagliardi, Digital River[/caption]

In the early days of mobile commerce, retailers built specialised mobile sites to accommodate the tiny screens and slow connections of early smartphones. This approach made sure that consumers had tolerable experiences on mobile devices – but special mobile sites were difficult to maintain and often frustrating for consumers who wanted to make actual purchases.



As mobile devices have become more powerful, retailers have taken better approaches to mobile commerce. Some have developed standalone apps, which off er the most polished mobile experiences. But for most customers, a website will be the first online point of contact with a retailer – and it’s crucial to get it right. We work with Digital River customers to produce responsive websites, which adapt to optimise a user’s experience on any device, from a desktop display to the tiniest wearable. Responsive sites are easier to maintain than mobile-only sites, reach more users than standalone apps, and provide a consistent experience for consumers, no matter what devices they’re using – or where.



But in 2015, consistency is being challenged. Now and in the future, retailers must provide intelligently inconsistent experiences. Your website shouldn’t present iPhone cases to someone who’s shopping on an Android phone – and it should offer in-store options to a customer who’s inside your physical store. Now, retailers can take advantage of analytics and onboard sensors to generate mobile experiences that adapt to the context in which mobile users are encountering them. This is the pathway to the future – is your company prepared for the journey?



























About Digital River




Digital River is a leading global provider of Commerce-as-a-Service solutions. Companies of all sizes rely on Digital River’s multi-tenant, SaaS commerce, payments and marketing services to manage and grow their online businesses.

www.digitalriver.com





Click here for a free subscription to Top500 publications, including the current issue in pdf and future reports in print, or use the links on the side to navigate through this issue.
Linked InTwitterFacebookeCard

The InternetRetailing Newsletter

A curated update containing news analysis, reports, podcasts and opinion - completely free and delivered three times weekly

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter