Retailers aren’t investing seriously in mobile platforms right now, and who can blame them? Despite the lofty percentage growth cited by mobile shopping advocates, retailers privately lament anemic mobile conversion rates and report total revenue figures that can kindly be described as “modest.” Enterprise e-commerce software solution providers address mobile as an enabler — the channel that customers use for comparison shopping during the buying experience. Said another way, mobile is perceived as being similar to social commerce: a step removed from purchasing.
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Breaking Out of the Mobile Commerce Metaphor Trap
Posted by: Chris Andrasick July 6, 2011 05:00 AMRetailers aren’t investing seriously in mobile platforms right now, and who can blame them? Despite the lofty percentage growth cited by mobile shopping advocates, retailers privately lament anemic mobile conversion rates and report total revenue figures that can kindly be described as “modest.” Enterprise e-commerce software solution providers address mobile as an enabler — the channel that customers use for comparison shopping during the buying experience. Said another way, mobile is perceived as being similar to social commerce: a step removed from purchasing.