Not so long ago, I was one of those who thought m-commerce meant e-commerce on a mobile. It seemed that the only difference was the screen size. Fortunately, I’ve come to learn that the difference lies in user experience and that both soft and hardware matter. Herein lies the difference between a responsive/mobile-optimized website (e-commerce on mobile) and a native app (m-commerce).
What is e-commerce on mobile (aka the responsive/mobile-optimized website)?
What is m-commerce (aka the native app)?
A native app is something you download from the app store. It opens from an icon on the home screen of your phone, not through a mobile web browser like Safari or Chrome. Some websites, called dedicated mobile websites, pretend to be native apps. You download the “app wannabe” from the app store and open it; only to discover that it is in fact a mobile web browser that opens only one website. Essentially, what you’ve downloaded is a bookmark for a website. A true native app uses the hardware on your smartphone to deliver a mobile shopping experience that cannot be replicated on a mobile web browser. The m-commerce user experience is made possible by…
Ubiquity and Ubiquitous connectivity (3G!)
Where is your smartphone now? Chances are, in your hand as you are reading this. Your smartphone follows you everywhere. You pull it out every time there is a dull moment in your day, while standing in line at the store, on the train during your daily commute, while walking, in a boring meeting, etc. Instead of “going shopping”, shopping now goes with you. Think about the last time you saw a pair of shoes, a toy, an electronic thingy, that you immediately wanted to buy. Where were you? Probably not sitting in front of your computer. You might have been on your way to lunch and eyed someone with a nice looking bag that you wanted. As soon as you arrived at the sandwich joint, you pulled out your phone and started shopping for that bag. You don’t do this on a laptop. And even if you had brought your laptop with you, what are the odds that there was available WiFi?
Why is your smartphone never far from you? Because it’s a pain to get up to go hunt for it when it beeps. And just as people would answer the phone while in mid-conversation with someone in front of them, they would certainly read the notification on their phone when it beeps. This is what keeps them coming back. How do you get people to come back to your web-store? Emails that they don’t read? Google ad words? If your app is installed on their phone, a push notification is much more enticing.
The phone is a tool for real-time communication. You make calls with it, you text with it, you send emails with it. Sure, you do these things on your computer too, but your computer doesn’t follow you around, so it’s only real-time when you are in front of it. A good salesperson converts window shoppers to buyers. So if the device you are
shopping with also allows you to communicate with a sales person in real-time, you are more likely to buy. Chat is a powerful tool for conversion. Shoppers are unlikely to call because of probable long wait times and email just takes too long. But chat is quick, low in time investment, and usually means instant responses from salespeople. Let’s put it this way: Can you have multiple phone conversations simultaneously? Well you can have multiple chat conversations simultaneously and nobody would even notice.
Above, I’ve highlighted the most salient features of a smartphone that makes the m-commerce experience unique. Smartphone technology continues to evolve and things like NFC (Near Field Communications) and Bluetooth LE are going to be pushing boundaries in the near future. But what we already have today in every smartphone, that native apps already know how to use, is powerful enough. e-commerce on mobile is no longer going to cut it. Time to go native, time for m-commerce. Download the Melltoo app and checkout how we have integrated all of these things to make m-commerce easier than ever in the UAE!