With the steady increase in mobile tech developments in recent years, many small businesses have made mobile commerce, or m-commerce, a priority. Whether it’s using a tablet in a brick-and-mortar store or enabling sales through a mobile website, businesses across a wide range of industries are seeking solutions to help them adapt to a mobile-obsessed world.
There are many areas into which mobile commerce can be categorized. For now, these are the big six:
- Commerce website accessed via mobile device
- Mobile-optimized/responsive website purchase via device
- Mobile device payment at retail POS
- Mobile app-only purchases (e.g. Uber, Square)
- In-app social media purchases (e.g. Facebook, Twitter)
- Mobile-specific rewards, couponing to drive physical store traffic/transactions
Let’s look at the trends to expect in the industry in 2015. I’ve based them on existing market indicators and new technological innovations.
Goldman Sachs predicts retail mobile commerce sales (excluding travel and excluding digital goods such as music and apps) will reach $204 billion in 2014, jump 45.9% to $298 billion in 2015, increase 39.1% to $415 billion in 2016, rise 24.4% to $516 billion in 2017, and jump 21.3% to $626 billion in 2018. Mobile commerce will represent 27.2% of e-commerce sales in 2014, 33.9% in 2015, 40.5% in 2016, 43.8% in 2017, and 46.6% in 2018, Goldman Sachs forecasts. (Some percentages are slightly off due to rounding.)
The Move from Mobile Web to Mobile Apps
Mobile is either the most important or the only channel for mobile-first companies. Consumers do not want to type and remember their login credentials to mobile websites. While some apps may not be opened everyday for shopping, native mobile application still provide deeper functionality, higher checkout conversion rates, and longer consumer LTV for engaging shoppers. Shop your way loyalty apps and on demand services apps have been a cultural phenomena for the buy it when I want it generation. Mobile apps such as Uber, Shyp, and Washio are transforming how we interact with our cities and services, something that you won’t find as much by only putting a website.
Consumers in the Asean region are increasingly using their mobile devices to make online purchases, according to a study by Visa
Visa’s 2015 Regional eCommerce Monitor Survey for Asia-Pacific found an average 22% increase from 2014 in shopping via mobile devices across the region.
The survey polled 11,760 respondents aged 15 to 55 years from 13 markets in Asia-Pacific, including Indonesia, Malaysia, Singapore, Thailand and Vietnam.
Respondents from Indonesia (36%), mainland China (34%) and Taiwan (28%) reported the greatest growth in mobile commerce (m-commerce) during the year.
“The results of the 2015 survey show that making purchases on-the-go through mobile devices is becoming the norm in the Asia-Pacific,” said Conor Lynch, regional director for e-commerce, at Visa Asia Pacific.
“As consumers get more comfortable using their smart devices to research, browse and purchase, mobile purchases should soon overtake traditional online purchases [desktops and laptops] for retailers,” said Lynch.
The trend in Asean countries is driven by the fact that mobile devices provide ease of access and can be used to interact with advertisements in the physical world, such as billboards, TV ads and print ads, according to Gartner research director Sandy Shen.
In fact, convenience outweighs any possible security concerns. “Challenges to mobile commerce adoption are more about companies working hard to get a mobile-friendly website on a small screen and easy-to-use apps to increase conversion,” said Shen.
Among the Asean countries, the survey found that the percentage of people who made a purchase on a smartphone in the past 12 months include: Indonesia (56%), Thailand (51%), Singapore (50%), Malaysia (48%) and Vietnam (37%).
Marketing performer technology Criteo has just published a report entitled State of Mobile Commerce for the second quarter of 2015. According to the report, mobile commerce (m-commerce) contributed as big as 27% out of total e-commerce transaction in surveyed Asian countries, with Indonesia having the biggest percentage of m-commerce (34%). Taiwan came second with 31% and Singapore completed the top three with 29%.
By having 27% of transaction being done through smartphone, Southeast Asia is now equal to countries like Spain, Italy, and the U.S as countries with high preference of transaction through smartphone.
South East Asia country especially indonesia would be ‘oilfield’ for mobile user acquisition. Why do indonesia? because indonesia has the biggest & largest potential user for mobile. Watchout!