Must-know mobile commerce trends for 2017

The reason you are reading this article is probably because you know that mobile commerce is here to stay.

Smartphones play a crucial role in our lives. Can you even imagine spending a day without your phone? The Huffington Post states that many young adults spend a third of their waking lives on their device.

Now that screens are getting bigger and many ecommerce shops switched to a responsive site, it’s not surprising that mobile commerce is already close to or just over 50% in many countries.

But customers are still ahead of retailers in a lot of ways. They know exactly what they want from a mobile shopping experience. The problem is that many retailers can’t meet these expectations. Therefore, conversion and mobile checkout remain a major pain.

Make sure you are aware of your customers’ expectations by reading these mobile commerce trends for 2017.

Do you really need a mobile ecommerce app? 

Trend 1: Mobile commerce will become nr 1

Mobile will soon become the number one device worldwide for online retail. Research shows that 9 out of 10 people have their mobile within reach 24/7. With bigger screen sizes, mobile-optimized experiences, and faster connectivity, consumers prefer using their mobile phone to tablets and desktops. Phones are almost always on and within reach.

In 2016, mobile commerce transactions were close to or slightly over 50% in many countries. This means that 2017 will be the tipping point where mobile is used more for eCommerce than desktop or tablet.


Therefore, retailers need to develop a holistic mobile approach. In 2017, having a mobile responsive website isn’t a strategy. Retailers need to look at their customers’ journeys and optimize it in every way. For example, attracting new customers by optimizing the mobile website even more (from keywords to checkout) and turning new customers into lifelong ambassadors by offering a Mobile App that makes sure brands become part of their customer’s day-to-day life.

“If the question in 2016 was: “Do I need a Mobile App?”, the question for 2017 is: “Which App do I need?””

Trend 2: Mobile Apps become mainstream in m-commerce

If the question in 2016 was: “Do I need a Mobile App?”, the question for 2017 is: “Which App do I need?” According to CBS News, eCommerce was dominated during Black Friday by the use of Apps. Within a day, one billion dollars was spent via Apps in the US. Mobile Apps are expected to soon be responsible for 40% of shopping traffic.

Zalando recently revealed that their App is responsible for more than 90% of their mobile revenue and there are even companies that only offer purchases via the App. So, Mobile Apps will become mainstream and customers will be more demanding when it comes to the quality of Apps.

Since user-friendliness is such a big aspect of eCommerce and has a huge influence on checkout and conversion, more and more companies will invest in a Native App. Big retailers are already miles ahead in the Native App game, and mid-sized and smaller companies need to catch up to remain competitors.

“But now that Apps are becoming mainstream, the battle for the customer’s attention for Apps has begun.”

Trend 3: App Marketing reaches maturity

Early adopters have been lucky: some years ago, not many eCommerce companies offered a Mobile App, so it was easy to stand out. Push notifications were very effective. And they still are the most effective channel, as research shows (push notifications have an Open Rate between 50-90%).

But now that Apps are becoming mainstream, the battle for the customer’s attention for Apps has begun. Next to that, Mobile Apps are shown in search results and are having an increased influence on ranking and SEO, forcing companies into mature App Marketing.

App advertising will grow, as well as App Store Optimization (ASO) through keywords and reviews, collecting data, and optimizing and personalizing push messages based on this data.

Women are the frontrunners in Mobile Shopping

Trend 4: Data collection and personalization

Consumers receive an enormous amount of information each day. Sending personalized information, tailored to the actions and needs of consumers, is becoming more important in order to remain effective. Modern mobile consumers are starting to want and expect personalized information, befitting their personal needs and interests, instead of general notifications that don’t apply to them.

In order to send the right person the right message at the right time through the right channel, it’s becoming crucial for companies to collect the data on customers in one place. Rather than adopting a one-size-fits-all approach, retailers will track buyers’ behaviors and purchasing-patterns in order to offer customized offers and content to them.

Trend 5: Omnichannel commerce

As mobile is playing a more important part in commerce, connection and synergy between all channels will become even more important in 2017. How can the webstore, mobile app, socials, and physical store strengthen each other? Omnichannel commerce will be pivotal in 2017, as the latest m-commerce trends show us.

Knowing your customers by collecting data, as shown in trend 4, is a key element for omnichannel commerce. A great example of omnichannel commerce that will take a leap in 2017, is location-based advertising: a customer downloads the App, gets special offers based on his needs as soon as he or she is near the store, and the shop-assistant knows his or her name and all previous orders as soon as this customer walks in.

A huge increase of the search term ‘near me’, shows that people search which stores are close by and what these stores have to offer, before they even go out shopping. So good synergy between different channels is getting more important.

This pilot by Amazon is a great example of how different channels can complement each other:

Hopefully, these m-commerce trends for 2017 will help you provide your customers with the shopping experience they want and need.

Check out our mobile commerce trends page for a collection of the most important facts & figures on m-commerce or download this eBook with 11 most common questions answered about mobile Apps!

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