Mobile Ecommerce

Ecommerce Industry Roundup – Week of 2/22

Here are the news and headlines that grabbed our attention this past week:

U.S. E-commerce Grows 14.6% in 2015 via Internet Retailer: Online sales accounted for more than half of total retail sales growth in 2015, according to data released from the U.S. Commerce Department. When factoring out items not normally bought online such as fuel and automobiles, e-commerce accounted for all of retail sales growth and then some.

E-commerce sales remained strong in 2015 as web sales totaled $341.7 billion for the year, a 14.6% increase over 2014’s $298.3 billion.

Can Snapchat Turn Discovery Know-how Into Mcommerce Prowess? via Mobile Commerce Daily: Snapchat’s reported plan to evolve its Discover channels into a commerce destination could transform the social media application into a one-stop platform for consumers, if it gets retargeting right.

The app is positioning itself to become an all-inclusive content and commerce destination, but Snapchat will need to deliver data on how to also re-target consumers on mobile elsewhere to become a full fledged commerce platform.

The Discover platform on Snapchat currently features a variety of news and entertainment providers with an in-app native version of their content. Snapchat is relying on a content-driven first launch for its new commerce angle, which is likely to be a successful strategy for the platform. Users expect a content-driven experience on the app, which means it likely will not push consumers away but instead excite them.

2016 Ecommerce Marketing Checklist via Practical Ecommerce: Ecommerce marketing can be a long journey, with many twists, turns, and even sudden stops. Last year’s best campaigns might not work this year. Business owners and marketers should therefore look for the tactics and the activities that will drive the company toward success this year and, perhaps, next.

Past ecommerce marketing checklist have focused on technologies like microdata and strategies like automating email messages. This year, the priorities focus on planning and getting more organized.

Why Buy Buttons Haven’t Taken Off… Yet via ClickZ: In battle of the buy buttons last year, Facebook, Google, Pinterest, Twitter and Instagram have all developed buy buttons as an ecommerce solution. Twitter has integrated a “Buy now” call-to-action into its tweet feed.

While it is a no-brainer for major digital marketing platforms to develop their own buy buttons as a response to the intersection of social media and commerce, retailers are not yet buying into this technology.

Find out two major reasons why buy buttons may be ahead of their time.

Op-Ed: Pumpkin Spice Lattes Aside, It’s Time to Get Serious

Op-Ed: Pumpkin Spice Lattes Aside, It’s Time to Get Serious

Let’s Skip the Buzzwords and Talk Turkey about Holiday

by Amy Madonia

We are all too familiar with the big trends in ecommerce, the latest buzzwords like mobile, omnichannel and big data that roll off our tongues and into our roadmaps, our strategic plans.

But what do the buzzwords du jour really mean for the next era of ecommerce? How do we translate them into action and benefit for our customers and our sites? I know we’re already Pumpkin Spice Latte’d out and as retailers, we are totally sick of talking about holiday, but it’s here. It’s time to get serious.

Let’s just take mobile, for example. We pick up our phones something like 135 times a day. We still sit on the couch at night, but now we channel surf and mobile surf at the same time, either on phone or tablet (or both). The attention we used to give to one task is split in three, and our patience is splintered even further. Is it no wonder that even with m. sites, adaptive design and responsive, smartphone conversion rates are still the lowest of all devices?

The Mobile Experience Has To Improve
This holiday will surely see the highest traffic on smartphones yet. Still, browsing behavior will far outstrip purchasing behavior on phones. To get conversion rates up, the mobile experience has to get better across the board. As an industry we have to convince customers that our sites are up to par (both from a U/X and security standpoint) in order to earn their trust. Trust that if they start a transaction, they will be able to finish it – quickly, successfully and without frustration. This season, is the best we can do is provide the shopping tools and browsing experience that will help them convert elsewhere? If that’s the best we can do, given code freezes and low wage and income growth, then let’s at least make the best, most efficient, smartest decisions we can make for our businesses. It is go time.

Which brings up another question – how will we know? How will we know if we are servicing our customers’ mobile browsing expectations well enough that our customers actually do transact elsewhere, on another device? How can we tell if all those disparate sessions and devices are actually one customer?

Cross-Device Measurement
Enter stage left: cross-device measurement. Which is getting better, thanks to Google Analytics User id and session unification, apps, the resurgence of CRM and third party attribution analytics technology. That doesn’t mean it’s easy. You need a good dev team, a good analytics person and a good measure of paranoia that if you don’t master this cross-device measurement beast first, your competitors could beat you to it. At the very least, you can beat last-click disease and start looking at different attribution models for your data. It may be more work, but the additional view on your channels adds dimension to the picture of what your customer is actually doing and where they are coming from.

Creating The Best Customer Experience
While the latest buzzwords come and go with the season, it’s important not to lose sight what we are trying to achieve: the best customer experience for our brand. That’s really the crux of what will gain customers’ trust and help us earn that conversion. A great experience, regardless of the device, is really what will bring high tickets, loyalty and all the benefits and spoils of a wonderful holiday season. So I put down my Pumpkin Spice Latte and pick up my Flat White and I say – Cheers to that!

Ecommerce Industry Roundup – Week of 10/12

Here are the news and headlines that grabbed our attention this past week:

On Pinterest and Beyond, Mobile Shopping Options Are Booming as the Holidays Near via Adweek: This year is already shaping up to be the holiday season of “Buy” buttons for retailers, with Instagram, YouTube, Twitter and others putting their own twists on social commerce. Now, they have two new ways to push sales—through Pinterest and the mobile shopping app MikMak.

In June, Pinterest rolled out Buyable Pins that let retailers drive sales straight from their posts. Now, it’s adding three new e-commerce companies—Magento, IBM Commerce and Bigcommerce—to power 60 million pins, up from the 30 million that initially launched.

Pinterest reports that the shopping pins have been bringing in new customers that brands might not have found otherwise—although it should be noted that Buyable Pins are not built into Pinterest’s ads. Washington-based apparel brand Spool No. 72, for example, claims that 84 percent of its Pinterest shoppers are new shoppers.

MasterCard to Use Selfies for Verifying Payments via PSFK: MasterCard is experimenting on the use of facial recognition technology to authorize payments. This security feature will be useful in preventing illicit use of cards for online payments, replacing the current password or PIN protection MasterCard is using.

The technology works through an app installed on a smartphone which is linked to the card account. When a person attempts to use their card for an online payment, the app will ask for a verification. Depending on their phone specs, they can choose to either verify with fingerprints or by a selfie.

The selfie route is simple and, hopefully, hack-proof. Just look at the camera, make sure your face fits the circle and blink. The blinking makes sure the app is looking at an actual face and not just a photo. Once the app gives the “OK,” the online transaction will push through.

Content Strategy For E-Commerce Sites: 4 Ways To Use Content To Drive Sales via Forbes: If you have an e-commerce site, you may be struggling with how to implement an effective content strategy. You may have found that product and sales pages don’t easily lend themselves to compelling, share-worthy content. This is why many business owners get stuck: they think a content strategy only works for online publishers; not for e-commerce sites. They know the benefits of having a solid content strategy – increased traffic, organic search rankings, brand awareness, conversion rates, and sales – but don’t know how this works (of even if it can work) on an e-commerce site.

Forbes walk us through some strategies for using content to achieve the benefits listed above for an e-commerce website.

Twitter’s Moments Will Curate Live Events via Mashable: Twitter has launched Moments, a new effort to make Twitter a coherent media platform that users can go to for coverage of live events and trending topics. Twitter has billed Moments as a “bold change, and the biggest product change in the company’s history.

Moments is the consumer-facing version of what had been previously known to media insiders as Project Lightning, according to a source familiar with the service, confirming earlier reports.

Moments will feature curated lists of tweets including video, images and coverage of live events, an idea not all that different from Snapchat’s popular Stories, in which users keep adding snippets of video and pictures to describe their daily lives.

Ecommerce Industry Roundup – Week of 8/3

Here are the news and headlines that grabbed our attention this past week:

Snapchat Reportedly Working On ‘Special’ Ecommerce Product with Hearst  via Mashable:  Snapchat appears to be doubling down on ecommerce.

The messaging platform, which is valued at a reported $19 billion, is reportedly working on an undisclosed “special product” with Hearst Corporation, which publishes magazines including Esquire and Cosmopolitan, according to a Women’s Wear Daily report.

Social Engagement On The Rise For Luxury Brands via Luxury Daily: A new report on the social media presence of luxury brands shows that consumer activity has jumped up since last year.

This past week, social media analytics firm Shareablee released the “Top 25 Social Global Luxury Brands,” a notable takeaway from which is that, in the first half of 2015, social engagement with that branch of retail overall has risen 5.4 percent since the same period last year. The total number of social actions — referring to likes, comments, shares, retweets and favorites — on luxury brand platforms worldwide was 670.4 million, comprised of 7.7 million on Twitter, 126.7 million on Facebook and 536 million on Instagram.

In the United States, engagement via those three platforms grew 94 percent in the past year, with actions just on Instagram rising 169 percent (Twitter was behind it at 40 percent), according to the report (via Luxury Daily).

The Missing Link Between Shopper Marketing And ECommerce via Marketing Land: One exciting aspect of e-commerce is the massive amount of data it generates. Every interaction creates hundreds of unique records. Today, savvy marketers use these unique behaviors and transaction data to create real-time segments and to deliver dynamic content and product attributes in order to maximize basket size and conversion rates.

On the other end of the “channel spectrum,” we have the craft of traditional shopper marketing. Shopper marketing is fueled by insights generated by thousands of hours of real-world observations, receipt scanning and video science; shopper marketing experts use those insights to improve in-store sales and influence consumers’ purchasing behavior by optimizing the shopping experience.

Combining the insights of e-commerce and traditional shopper marketing can bolster your brand’s market share. The fine folks at Marketing Land walk us through some ways to close the gaps between them.

From Desktop To Thumbtop: A Sneak Glimpse Of Ecommerce In 2016 via Forbes: As history has taught us about media and technology in the past, with the introduction of any new technology, we’ll always have the initial hype and scare that life, as we know it will never be the same. But eventually, instead of disappearing into the shadows, the old medium will be forced to adapt to live simultaneously with new emerging technology.

What does this mean for the future of ecommerce? The desktop is not obsolete; rather it’s going to have to change its mechanisms to make room for the new powerhouse in the commerce arena. Growing at a steep rate, mobile currently accounts for 29% of ecommerce transactions in the US and 34% globally. The end of 2015 forecasts mobile share to reach 33% in the US, and 40% globally.

Ecommerce Industry Roundup – Week of 12/15

The news and headlines that grabbed our attention in the last week:

Instagram tops 300 million active users via Mashable: Facebook’s billion-dollar Instagram acquisition is looking better and better. Instagram announced Wednesday that it now has more than 300 million monthly active users, up from 200 million in March.

Why global retailers are taking a multichannel approach via Econsultancy: Costco and Zara are two of the latest Western brands to open online stores in China via Alibaba’s Tmall marketplace.

Mobile apps dominate time consumers spend online via Internet Retailer: That’s not the majority of mobile time, that’s the majority of digital time: desktop, laptop, tablet, smartphone, web browser, mobile app, you name it, according to an Internet Retailer exclusive from web and mobile measurement firm comScore.

Mexico Poised for Ecommerce? via Practical Ecommerce: With Mexico’s reputation for unrelenting poverty and crime, it’s difficult to think of the country as a good place to do business. Yet, with a population of 122.3 million and a middle class of 47.9 million — 39.2 percent of the population — according to El Instituto Nacional de Estadística y Geografía (National Institute of Statistics and Geography), Mexico could be a hospitable market, especially for an ecommerce business that does not have to be physically present.