How Mobile Commerce is Influenced by Responsive Design

In Part 2 of our Making the Switch to Responsive Design series, learn about the exponentially growing mobile market and the ways that it mobile-assisted commerce influences the majority of non-mobile purchases.

In the first part of our Making the Switch to Responsive Design series, we explored the ways a responsive design philosophy is able to blur the lines between devices and create a seamless shopping experience. But how important is mobile traffic for your business? Even the most dutiful research into your website analytics may only tell you part of the story—not only is the mobile market growing and diversifying more quickly than the internet itself did in its infancy, but there is also far more to mobile commerce than just mobile purchases.

According to Adobe’s, mobile purchases will exceed $90 billion by 2017, an almost 50% increase over 2012’s mobile transactions; however, those transactions only include purchases that are completed with a mobile device. Research also showed that 80% of mobile users will use a mobile channel to make a purchasing decision even if they complete their purchase on another device or at a physical retailer. In other words, most non-mobile purchases are still mobile-assisted purchases.

ROBO shoppers and showrooming

The Research Online Buy Offline movement existed well before mobile commerce was commonplace, but the rise in ubiquitous connectivity has fueled the phenomenon—customers will frequently use the internet to gather information about a product, even if they plan on making their purchase at a retail store. On the other side of the equation, physical establishments unintentionally serve as a “showrooming” platform for ecommerce, allowing shoppers to handle and examine products while finding better prices online.

If you have a digital storefront, your most powerful weapon against ROBO traffic is an attractive, device agnostic website that allows visitors to quickly navigate products, along with conversion tactics designed to close the sale in the first visit. If you have a physical storefront, your most powerful weapon against showrooming is to encourage your foot traffic customers to visit your mobile-friendly digital storefront through promotions, in-store social media reminders and QR codes.

In either case, a storefront capable of delivering a seamless experiences between devices and between digital and physical retail will encourage visitors to continue their experience from the discovery phase to the purchase phase, rather than disconnect from their experience to explore other channels. A responsive design delivers just such an experience.

Announcing new free and premium responsive templates

Responsive Design Series 2-1

So what holds online merchants back from switching to responsive design? While responsive design is accompanied by several unique advantages, it is also accompanied by a significant investment in time and technology in order to initially launch. Luckily, Volusion has already made that investment on behalf of our merchants, and switching to responsive design is as simple as switching to a new template, several of which are responsive upgrades to existing templates.