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How many visitors to e-commerce company websites are using mobile devices?
January 7, 2014 - 7:31pm
This holiday season, many retailers became aware that users accessing their e-commerce websites from tablets and smartphones made up a significant amount of their business. However, even the most mobile-savvy retailer likely wouldn't have predicted the extent to which users of mobile devices now make up online customer bases.
Citing data obtained by Monetate, TechVibes recently reported that one out of every four visitors to an e-commerce company website are accessing the page by using a mobile device, such as a smartphone or a tablet. The former device now makes up 10 percent of all e-commerce traffic, while the latter accounts for 15 percent, according to the report.
This illustrates how retailers need to work to ensure that their websites and online payment processing programs are accessible to users looking at their site through a mobile web browser. In past years, many retailers had relied on branded applications - downloaded through other applications pre-loaded on smartphones and tablets - to sell their products to individual mobile users. Now, retailers have a financial responsibility to ensure their e-commerce company webpages are easily accessed in any possible manner, whether from a smartphone, tablet or other mobile device. If not, it's sure that a significant amount of revenue will be lost.
That's because mobile shoppers are spending in relatively large amounts. Again citing data provided by Monetate, TechVibes reported that the average individual shopping from a tablet spends an average of $139 per order - an even higher average than that spent by PC shoppers. Smartphone users, comparatively, spend an average of $114 per order. These averages detail the significant value of courting mobile shoppers - a value lost by e-commerce companies that fail to optimize their websites, product pages and online point of sale terminals for users accessing them through smartphones and tablets.
Mobile applications offer attractive consumer engagement rates
As a result of this growing consumer base, many retailers have begun to more closely track the engagement between their consumers and their mobile applications. Mobidia Technology and The Yankee Group, for example, recently completed a study that found that mobile app use in the U.S. is growing rapidly.
Some of the most successful internet retailers have been able to achieve extremely high engagement rates on their apps, illustrating how an omnichannel approach - which entails accommodating customers through as many shopping channels as possible - can help to foster increased sales among online consumers. Mobidia found, for example, that internet retailers such as Amazon and eBay had some of the highest user engagement rates recorded among all applications, trailing only social media-based apps. This suggests that these retailers are constantly offering new content to their visitors, and are profiting as a result.
"Mobile shopping is all about mobile applications and the data clearly shows the correlation between high app quality with enhanced user experiences and higher shopper engagement and usage," said Sheryl Kingstone, director of enterprise services at Yankee Group. "Retailers that want to drive more engagement with mobile shoppers need to understand what apps are being used – not just downloaded – and the features of those apps that are driving the increased usage. Tracking and measuring these metrics on a regular basis and benchmarking the results to the competition is key to a retailer's success."
Additionally, the study found that customer service is an important part of mobile applications, offering an important insight to retailers who have not yet tied the two together. Apps that offer customer services to enhance the shopping experience drove higher engagement rates, according to Mobidia. it cited Kohl's and H&M, two retailers who offer applications that sport features far beyond just payment processing capabilities - and who, as a result, had higher engagement rates than most apps in all industry segments.