Article in eMarketer
Written by Yoram Wurmser
This week, eMarketer released a report sharing US retail mcommerce growth statistics from 2015 and projections for 2016. It also breaks down the increasing conversion rates by device, operating system and platform and looks at some of the reasons behind the rapid growth, such as better mobile optimization and search and more context-driven discovery.
Also in the report are recommendations for retailers to focus their mobile app optimization efforts to provide customers with an enjoyable, seamless shopping experience, namely checkout and email deep-linking.
One of the major bottlenecks in mcommerce is checkout. “Many applications are still tied to the underlying ecommerce engine,” said Maya Mikhailov, co-founder and CMO of mobile commerce and engagement platform GPShopper. The effect of these legacy commerce engines is a list of elds that are often unnecessary in a mobile setting, at least on a recurring basis.
Email optimization extends beyond design to content that’s dynamic or that contains deep links into apps or mobile wallets. “We have some app customers and retailers that we work with who are actively using deep linking,” GPShopper’s Mikhailov said. “They have a great amount of success with email conversion.”
Google and Apple are turning to deep linking—tags within apps that can be indexed by search engines and can send users directly to specific app-based content. As more mcommerce content resides in apps, deep linking becomes crucial for Google.
Deep links raise a new challenge for retailers. “Now that Google and Apple want to index the content inside of applications, that is going to be where the next battleground is,” Mikhailov said. “You have to start thinking about your apps with the same sort of SEO mindset that you think about your website, that these things can be indexed and discoverable.”
About the Analyst
Yory Wurmser covers digital media and marketing in the retail industry for eMarketer. He writes on a wide range of topics affecting retailers, such as omnichannel marketing, Big Data and loyalty, and mobile advertising.eMarketer customers can read the full report. US Mobile commerce Update 2016: Behind the Rapid Growth.