6 Mobile Commerce Trends for 2016
The explosion of mobile over the last few years has been staggering. By next year, the 20 billionth mobile phone will be sold. And not only are there many more mobile devices, we’re all becoming more reliant on them. In fact, nine out of 10 consumers in the U.S. keep their phones within reach 24/7.
This has significant ramifications for retailers, particularly for online commerce, where mobile commerce already accounts for 30 percent of U.S. e-commerce and is expected to grow 300 percent faster than traditional e-commerce. What does the coming year hold for mobile commerce?
Here are the top six mobile commerce trends to watch in 2016.
1. Physical and Online Worlds Will Continue to Converge
If your brand has a large U.S. audience, chances are good your customers are going to be engaging with you across devices. About ⅔ of Americans own at least two digital devices (a desktop, smartphone, tablet or laptop). And more than ⅓ own all three. And they’re not only using multiple devices, they’re also interacting with your brand in ways that are blurring the lines between the physical and online worlds.
Retailers are highly aware of the overlap between online and physical channels. In response, they're offering an increasing array of online + in-store options, including:
- Curbside pickup, as offered by Target and Kroger’s. Interestingly, brands like Target are partnering with third party apps like Curbside rather than using their own apps.
- Online reservation and purchase of goods and services such as the online reservation of clothes to then be tried on in-store at Sears or tire changing services at Pep Boys.
- Same-day delivery of items by a range of retailers including Macy’s, Target, Walmart, Kohl’s and Nordstrom.
- Beacon-enabled features including targeted offers, loyalty rewards and mobile payments. 85 of the top 100 retailers are planning to adopt beacon technology by the end of 2016. And Business Insider expects beacons to have a direct influence on over $44 billion in US retail sales in 2016.
Whether it’s in-store-first technologies like beacons or online-first services like curbside pickup, it’s clear 2016 will be a year in which retailers will leverage technologies across the digital and physical channels to offer their customers the best of both worlds in one seamless experience.