Marketingblatt - Marketing Blog


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? Since we live in the age of digitization, people have come to expect great user experiences no matter the device they use. Hence companies need to make sure their website is responsive. This also applies to e-commerce shops in both B2B and B2C!

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 E-commerce 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.


Customer expectations show you the way. If you are unable or unwilling to meet their expectations, you run the risk of losing customers to your competitors. An adequate and responsive web design is therefore a must nowadays.

Moreover, more and more millennials are becoming procurers and corporate customers. They are used to seamless navigation through online shopping processes and immediately recognize weaknesses and gaps in the user experience. They want to handle things quickly and do not want to spend time on phone calls, offers or order forms. The mobile commerce process must be digital, fast and efficient.

The increased work-related use of mobile devices such as smartphones and tablets as well as the trend towards home and mobile office (working on the move, eg on the train, at the airport or in the car) additionally underline that e-commerce has to be optimized for mobile access.

According to a B2BecNews survey, 80 percent of the surveyed manufacturers want to increase spending on their B2B e-commerce activities in 2018. They have long recognized this trend and view responsive web design as a necessity.


The best approach is to have a smooth process by going step by step. Your existing e-commerce solution can serve as a valuable springboard that you are going to expand in its functionality. Digital transformation is a continuous process that enables you to implement new, innovative models. If you also want to make your mobile e-commerce more efficient, we recommend the automation of work processes. After all, once you start you might as well do it rights from beginning to end. Automated sales processes make it easier for sales people to sell more and provide customers with a seamless and fast shopping experience.

Furthermore, it is recommended to display personalized content to your customers. Visualize your mobile website or app as a direct link to your customer - email and phone hence become second-class communication channels. For example, you could send push messages via the app if a customer has not ordered any products for some time to remind them of some great offers. Presenting upselling options in the customer login area is another type of personalized content that opens up completely new marketing strategies. Technologies and marketing measures work hand in hand in modern e-commerce.

Make sure your mobile e-commerce solutions can integrate with your existing backend systems with robust APIs and standard extensions. Save valuable resources and get your mobile e-commerce site up and running fast.


Tags: E-Commerce

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Sarah Wilhelm
Sarah Wilhelm
+41 44 562 49 39
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