The battle for e-commerce market share will be won or lost on the mobile app. In 2012, 11% of all e-commerce sales were through mobile, according to eMarketer. That number was only 8% the previous year and is forecasted to be 15% in 2013.
Many retailers are seeing great success through their mobile apps. At Gilt Groupe, for example, mobile now accounts for 30% of overall sales, up from 5% a year ago. When asked in a recent interview about the future of mobile e-commerce, Gilt’s chairman, Susan Lynne answered bluntly: “It’s going to continue to just crush it”.
What features elevate a decent mobile commerce app into a great one? If we follow the trends of recent data, it’s all about customer service. Too many mobile apps drop the ball in this department by having a “contact us” page that does nothing more than display a phone number. Thus, forcing a customer who needs to speak to an agent to “start over”. Chances are, he’ll put his phone back in his pocket and your sales opportunity is gone – a preventable risk that can be remedied by connecting your call center to your mobile app.