Why mobile commerce must be part of your export strategy

As mobile commerce (m-commerce) grows in popularity, British retailers must consider their mobile strategy both for selling internationally and at home in the UK.

mobile commerce

The rise of m-commerce

Online retail has made it easier than ever for British retailers to reach customers around the world.

M-commerce has quickly gained ground as consumers are choosing to use mobile devices over desktop computers to access the internet – particularly in countries where site connections aren’t strong. According to Nielsen, some online retailers in India have already moved to a mobile-only model.

In the US, mobile devices accounted for 57 per cent of all online shopping traffic during Black Friday 2015. Almost half of UK e-commerce transactions now take place on mobile devices, and it’s predicted that £32 billion of retail sales will be made via mobile devices in 2019.

Reach customers anywhere, at any time, with a mobile site

Since mobile technology gives customers around the world immediate access to enormous product availability and choice (often at highly competitive prices), it’s no surprise that it’s set for continued growth.72 per cent of young shoppers research their in-store purchases online before buying, and many visit retail websites during in-store shopping trips to check if they can find better deals.

If you’re selling on your own website, rather than on an online marketplace like Not On The High Street or Alibaba, having a responsive and mobile friendly site is key to reaching customers who are shopping on the go. According to the IMRG Capgemini eRetail Sales Index, transactions via smartphone grew by 79 per cent year-on-year in May 2016, and “continue to grow at twice the overall market rate”.

Overall, making your portable online buying process short and simple can considerably improve your customers’ shopping experience.

Taking mobile technology further

Having a responsive or mobile website isn’t the only part of online retail that relates to mobile communications. You should also consider how your customers might use their mobile throughout the whole online shopping journey.

A lot of people use social networking sites on their mobiles to keep track of their favourite brands and to get updates on upcoming sales. Your customers are likely to be connected first thing in the morning, during their lunch breaks, whilst watching TV, and last thing at night before they go to bed. Making social media a part of your online growth strategy can definitely help increase the reach of your business.

Mobile tracking also plays a significant role in the customer experience. For example, did you know that deliveries are often more successful when customers know when to expect them? Mobile tracking and notifications let your customers know where their delivery is at each stage of the journey.


If you need guidance on growing your business internationally through online retail, and the technology behind it, our dedicated e-commerce advisors are here to support you.

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