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What’s Holding M-Commerce Back?

By Rieva Lesonsky

While more than two-thirds (68 percent) of smartphone and tablet owners having tried to make purchases using their devices, 66 percent of those have abandoned transactions because of problems during checkout, a study from Jumio reports.

The “2013 Mobile Commerce Insights” study also found that 47 percent of shoppers had failed to complete a mobile purchase because the checkout process took too long, 41 percent gave up because it was too hard to enter credit card data, and 23 percent said the pur­chase would not go through.

Another key issue for mobile shoppers was security. More than half (51 percent) of mobile device owners said they don’t feel comfortable entering credit card data on a mobile device. Women are more likely than men (56 percent vs. 47 percent) to worry about entering their credit card information, while those age 55 and up were also more likely to be concerned. Still, even among the youngest age group (18 to 34), 45 percent were leery of entering credit card data.

Who’s most likely to have tried m-commerce? Men are more amenable to it, with three-fourths (74 percent) of men who own mobile devices reporting that they’ve tried to purchase something with the device, com­pared to 62 percent of women. Younger men were the most likely to shop on their mobile device: 86 percent of 18 – 34-year-old men have attempted to pur­chase some­thing on their smart­phone or tablet.

The fact that many transactions are ending right at the point of purchase actually shows that ecommerce businesses are doing something right. They’ve adjusted the shopping experience for mobile devices enough that shoppers feel comfortable visiting websites, browsing and viewing products, and filling a shopping cart on their phones or tablets.

However, the sticking point remains mobile checkout, which needs to get simplified if merchants don’t want to lose the sale at the last minute. How can you improve your mobile checkout process?

  • Simplify, simplify, simplify. The less data customers have to enter on tiny touchscreens, the better.
  • Focus on security. With customers of all ages worried about mobile security, emphasize the security procedures you have in place throughout the process, but especially at checkout.

Image by Flickr user futureshape (Creative Commons)


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