Between November 2013 and January 2014, 32 percent of online sales were made with mobile devices, according to the IMRG Capgemini Quarterly Benchmarking Study. Additionally, this figure is predicted to continue to grow.
The easier it is for consumers to make purchases on mobile devices, the more likely they are to transact. This is why the bulk of mobile sales are digital goods purchased using built-in single-click transaction systems, such as iTunes and Google Play. Cumbersome experiences, such as having to enter credit card details for every purchase, limit mobile payment adoption.
The CEO of ETA, Jason Oxman states, “shopping cart abandonment is one of the major issues merchants are facing when it comes to mobile. The ability to make payments is a significant part of the issue—after all, without successful payment, no transaction can be completed.…Making mobile payments faster and easier is a big driver for the types of mobile technology that are being developed.”
As mobile commerce grows, it is adapting to incorporate more of the commerce value change. As Ariel Bardin of Google states, “in this new world of constant connectivity, mobile is blurring the lines between the online and offline worlds. People are growing to expect the ability to transact instantly using their smartphones-whether they’re in cyberspace or standing in your retail space.”