M-Commerce: how to shop from your smartphone

Shopping from a smartphone is known as mobile commerce (M-Commerce).

In this article, I want to show why m-commerce is important to increase your earnings, what the advantages are, and introduce you to all the innovations that new technologies have in store for the future.

Also, if you want to become an expert in the field, discover our Mobile Marketing Course and E-commerce Course and start earning with mobile.

M-Commerce: why shop from a smartphone?

Thinking of the phone as a device for exchanging SMS or calls is outdated.

Now, the mobile helps us find a hotel, guides us if we don’t know the way, allows us to check the bank statement, and, of course, with a few clicks, choose and purchase an item, the so-called m-commerce.

Shopping from a smartphone has become a new business, and according to some statistics, soon, it will be the main means through which most online transactions will be concluded.

Online shopping has changed

The purchasing process has changed a lot in recent years. In the past, the only way to shop was to go to a physical store and spend long days finding the desired item. These exhausting days are now just a memory.

Today, with the internet, PCs, and especially smartphones, we can evaluate and compare the countless products that the market offers comfortably from home or the office. 

And decide to complete the purchase on the device or by going to the store, but without long waits. This transformation began with the birth of e-commerce and then evolved with m-commerce.

The difference lies in the type of device used for the search—if a smartphone or tablet is used, it’s m-commerce; if a PC or laptop is used, it’s called e-commerce.


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Advantages of buying anywhere you are

Among the numerous benefits of commerce from a smartphone, the word mobility stands out. In short, there is the possibility of making purchases at any time of the day and especially at any hour.

Hectic life and countless commitments affect our free time and prevent us from reaching the physical store and adhering to specific hours.

Now, using coffee breaks and a few touches on the screen, you can buy the eagerly awaited vacation costume or book a last-minute weekend.

From a marketing perspective, all of this results in a significant increase in sales opportunities.

m-commerce meaning

Localization is now being discussed through GPS technologies and the frequent use of mobile apps, making it possible to track users’ locations and understand their preferences.

Having this information allows merchants to send personalized offers or targeted advertising campaigns based on the proximity of the physical store.

Reaching more users and understanding preferences enables targeting and analysis to improve the user experience. Purchasing from a mobile phone becomes more secure.

In addition to the normal security levels already known in e-commerce, such as two-factor authentication and multi-level authentication, mobile devices also offer biometric authentication based on retina or fingerprint scanning.

Being able to use simple procedures is an added value that greatly simplifies the purchasing process.

How and which m-commerce strategies to adopt

Shopping from smartphones has revolutionized not only the world of users but also that of sellers, forcing them to make changes to the user experience to avoid losing revenue.

Major players have started asking questions about the type of strategy to undertake, such as creating a native app for their e-commerce and redesigning the site to make it mobile-friendly or relying on social platforms as sources of engagement and user traffic.

We will try to clarify these doubts in case you find yourself in the same situation.

An app to improve user experience

Creating dedicated applications is a costly solution that not all e-commerce businesses can sustain.

Online store owners use apps as storefronts, in addition to their website, enabling them to respond best to customer needs and preferences.

Let’s examine why the general public likes to use applications. According to studies, consumers use apps to:

  • Receive personalized offers and promotions.
  • Make purchases at any time of the day.
  • Compare products and prices.
  • Save time in stores and choose where and when they want to receive their order.

airbnb apps experience

At your request, here are the numerous advantages, such as brand loyalty, which is the consumer’s inclination to prefer one brand over another.

This aims to strengthen the connection between the customer and the brand, perhaps by offering special discounts to install the app.

Users can configure preferences, view desired content more attractively, and experience faster loading times, and most apps store login data such as shipping address and payment method.

Some even allow access without an internet connection. Usability transforms, making the user experience significantly more captivating.

Many marketing strategies related to apps can be implemented, such as push notifications or beacons (small transmitters that exchange information with other Bluetooth devices).

With these, detecting proximity to a store and sending personalized notifications is possible.

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Create a mobile or responsive website

In addition to apps, there are two possible alternatives to make your business visible: having a responsive website or a mobile site.

The responsive website is essentially the desktop site that “adapts” to the device on which it is viewed. It has a single domain, and optimization is simpler because it is a single site, providing a better browsing experience.

The mobile site is created specifically for mobile devices, with a different domain. Optimization must be managed in parallel with desktop site activities, resulting in increased return and engagement rates.

A responsive design accommodates both desktop and mobile users. The mobile site duplicates the desktop site optimized for mobile devices.

In this case, it’s advisable to evaluate the choice and opt for one of the two solutions. In addition to user engagement, having a mobile-friendly site brings advantages in terms of SEO optimization.

Have you ever heard of MOBILEGEDDON?

It is nothing but Google’s new algorithm update that claims to penalize sites not optimized for mobile browsing in favor of those developed with requirements that enhance content consumption on smartphones.

Engage in social shopping

Social media is considered by most consumers as an important tool to evaluate and choose products.

Social shopping is a mobile marketing strategy that leverages being part of a community and interacting with friends, exchanging comments and ideas, to encourage purchases.

Many successful brands use various elements such as live streaming tools to strengthen video strategies or gamification games to increase interaction and sales.

Some examples of social shopping include the introduction of Instagram shopping.

instagram social shopping

Instagram shopping is a feature that allows clickable tags with prices to be added to photos. With the “buy” button, users can complete the transaction by redirecting to the website.

This fundamentally changes the way of finding products. It’s no longer the user actively seeking the item; rather, the item materializes on the smartphone screen while the user is engaged in other activities.

We’ve seen what the best strategies are to improve user experience. Just configure the one that suits you or consider incorporating all of them into a winning strategy and start generating leads and conversions through mobile commerce.

Examples and case studies of major players

Before saying goodbye, I want to illustrate some interesting case studies that major players like Bershka, Zara, BMW, and Ikea have adopted to integrate smartphone purchases and make shopping more engaging.

Bershka experience

Bershka’s shopping experience allows customers to make smartphone purchases within the store.

Through the new app, customers can request items, and the staff prepares the order, sending push notifications with fitting room directions, ready items, or their arrival at the checkout, all by scanning the QR code on the label.

Fitting rooms are more spacious, with an iPad inside that allows customers to request different sizes or add items. Currently, this experience is available only at the Cremona store, designed to offer two ways of shopping.

This is the traditional method of the Bershka Experience, complete with a dedicated checkout for the new experience, a “Social Corner”, and mirrors equipped with RFID technology.

Zara AR

Zara’s proposed experience uses augmented reality. Simply download the Zara AR app, frame the shop window or podium, and two models will appear on the display for 7-12 seconds.

Augmented reality aims to dispel doubts that women may have while shopping, allowing them to see how a dress falls or which accessories to pair with it.

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BMW iVisualizer

Configuring your car comfortably from your couch is no longer a dream.

With BMW’s new app, customers can modify their vehicle, select the body color, choose interior finishes, change rims, and turn on lights or the radio.

Once completed, you can view the car directly in your driveway. Amazing, isn’t it?

Ikea place

If you want to fill a space and make your environment more comfortable, just use the Ikea Place app.

With your smartphone, you can view furnishings inside the room, frame the corner to enhance, and choose from endless products from the well-known Swedish company.

Gone are the days when choosing the color of the sofa was difficult. Thanks to this app, purchases become more informed.

This is precisely Ikea’s intention: to facilitate product selection for users to gain more trust and economic returns using augmented reality.

M-Commerce has changed the ways of online shopping. Surely, this is the future, and not adapting to new trends means falling behind and losing profits.

Stay up to date, and if you think you don’t have the necessary skills, enroll in our E-Commerce Specialist Course and become a leader in the field.

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