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E-commerce: mobile browsing, desktop shopping

W4 | W4 / November 20, 2018

Smartphones have long since become a crucial part of our every-day lives. The multitude of their functions is being used in many different ways: navigation, communication and of course: online shopping. Mobile devices continue their triumphant course regarding online browsing. However, the current numbers also show that most buying processes are concluded on a desktop device. What may be the reason for this?

Why people don’t buy on mobile devices

Naturally, the ongoing digitalization affects companies and their branch stores. By the end of 2017, data traffic on smart phones surpassed the one on desktop devices for the first time. Global e-commerce consequently focuses on mobile devices. Purchases, in particular expensive items, are however still preferably made on desktop devices or tablets. The increase of contemporary trends like home office or remote office is partly the reason for the increasing number of product searches and buying decisions made on mobile devices. Mobile devices are also the preferred option in trams, on flights or in the waiting room.

Customers expect seamless processes and positive buying experiences. Therefore, most companies offer responsive web design in mobile browsers or within apps. Complicated order forms, unexpected obstacles in the buying process or long loading times scare people off. Moreover, there is the huge number of millennials to consider who, as of now and in the future, are becoming the classical business customer. They are well versed in the possibilities of the market, are used to smooth e-commerce processes and expect seamless navigation. Consequently, unoptimized websites are quickly identified and avoided if they don’t fulfill certain expectations.

However, these desired standards are more often than not only realized in the desktop versions. Here, products are easier to find, pages are customer-friendly and the paying process is far easier than in the mobile version.

No success without responsive design

Nevertheless, companies are advised not to neglect responsive design and the optimization of their shop for mobile devices. Mobile is a necessity! According to recent trends in online shopping, the first and second contact with the shop is made on mobile while only the paying process is concluded on a desktop device. If you rid your mobile customer journey of obstacles and give your shop an attractive design available on all mobile devices, you will be rewarded in the ongoing progress of digitalization, no matter whether you are located in in the sector of B2C or B2B.

By using efficient design, the implementation of innovative shop solutions as well as seamless shopping-processes you will be able to create smooth e-commerce pages. The additional introduction of product information management tools will help you create a backend-system, with which you can also save valuable resources. By automating work processes, you will moreover reach a high level of efficiency and make the lives of your sales employees a lot easier.

Tags: E-Commerce

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