---
title: "M-commerce: overview"
description: "Mobile commerce is developing in the entire world: it is crucial that merchants adapt to these new circumstances, identify the mobile commerce factors for their brand and find the best way to manage t"
image: https://www2.stardust-testing.com/hubfs/Imported_Blog_Media/article_mcommerce_en-3.jpg
---

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# M-commerce: overview

![M-commerce: overview](https://www2.stardust-testing.com/hs-fs/hubfs/Imported_Blog_Media/article_mcommerce_en-3.jpg?width=975&height=487&name=article_mcommerce_en-3.jpg)

![](https://www2.stardust-testing.com/hubfs/Imported_Blog_Media/article_mcommerce_en-3.jpg)

## M-COMMERCE: OVERVIEW

 

**Saying today that m-commerce is in full growth is an understatement. Mobile commerce is exploding. All the analysts are saying the same thing, consumption patterns change very quickly, and m-commerce is developing in the entire world: it is crucial that merchants adapt to these new circumstances, identify the mobile commerce factors for their brand and find the best way to manage them but also to understand the limits.**

[![bezahlung](https://www2.stardust-testing.com/hs-fs/hubfs/Imported_Blog_Media/icono-1-300x200-5.jpg?width=300&height=200&name=icono-1-300x200-5.jpg)](https://www2.stardust-testing.com/hubfs/Imported_Blog_Media/icono-1-5.jpg?hsLang=en-us)

## MOBILE AND PURCHASE

**Mobile prior to Purchase**

The mobile has a critical part in preparing for a purchase: 74% of users in France (*Center for Retail Research*) use it to compare prices, look for offers or promotions and to validate their purchases as sound.

Consequences? 72% look at reviews, 67% check store availability, and if a consumer realizes that a store purchase he/she was about to make is not the best value for money, he/she can postpone or even cancel it.

 

**Mobile during Purchase**

In its 5-th study on connected consumers published at the end of 2015, PwC revealed that smartphone purchases in France grew 24.2% and tablet purchases 15.8%. CRR said that m-commerce could account for half e-commerce in Europe in 2017. Let us also note that the mobile is playing an ever increasing part in impulse buying.

 

## THE MOBILE CAN NO LONGER BE IGNORED

Multiple development strategies are available to e-businesses to adopt the mobile. Let's look at the possibilities.

 

**E-Commerce Site Optimization for Mobiles**

When 40% of mobile users are known to have turned to a competitor's site following a bad mobile experience (*Mobile Playbook - Google*), it is absolutely crucial for a merchant to offer the best mobile or tablet experience in addition to that on a computer. A site in Responsive Web Design responds to these challenges because it offers content that adapts to the size of the screen.

 

**A dedicated application in addition to a mobile website?**

This is the question that is asked when attempting to develop accessibility from a mobile device. Here is some information to keep in mind at decision time:

- 80% of the time spent on a mobile involves applications (*Flurry Analytics/Comscore, 2015*)
- Only 19% of users finalize purchases in an application (*CRR*)
- Users that buy through an app spend more (+74% in France)

And according to RetailMeNot, "applications are a way to expand the relationship with existing customers and offer them additional content".

 

**Use the mobile promotion to customize your offering and win loyalty**

Digital coupons or m-coupons have a major advantage: they help target the consumer better. Also, they are used more frequently (between 5% and 17% depending on category) than conventional paper ones. Therefore, they are useful for strengthening the relationship with the buyer and winning the buyer's loyalty.  Incidentally, Europeans demand it: 44% expect a mobile loyalty program from their e-business.

 

## ACKNOWLEDGING THE LIMITS OF "EVERYTHING MOBILE"

Despite this smartphone explosion, there are several factors slowing down the development of mobile commerce.

 

**Bad Website performance**

69% of the people polled in France cite bad website performance (download times, navigation not suitable to the format, etc.) as an obstacle to mobile purchasing; this, however, is the highest percentage in Europe. And it is easily explained because only 23% of the e-businesses have really optimized sites.

 

**Concern with Data Security**

Another obstacle identified by French consumers: security. There are 25% to say that they would be ready to use their mobiles as the primary vehicle for transactions if they could get better reassurances with respect to the security of their data (*PwC*).

 

Obstacles that could turn into veritable opportunities and competitive advantages if overcome.

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