M-commerce is booming. In 2024, 85% of internet users purchased goods or services online, up from 78% the previous year — a clear sign of the growing reliance on digital channels for shopping1. Whatever your business, if you're looking to attract new customers, chances are you'll find them through their smartphones. Read on as we explore what mobile commerce is and share tips to optimise your website for the small screen.
What is mobile commerce?
Mobile commerce is the buying and selling of goods and services using wireless handheld devices, such as smartphones and tablets.
According to Statista, the number of smartphone users in Ireland is forecast to rise steadily, reaching 5.22 million by 2029 — a 6.15% increase over the next five years2. With more people spending increasing amounts of time online, it’s no surprise that m-commerce continues to grow, as shoppers embrace the convenience and ease of mobile over desktop..
M-commerce vs e-commerce: What's the difference?
M-commerce is a form of e-commerce. While e-commerce is simply the buying and selling of goods and services over the Internet, m-commerce focuses specifically on transactions made using handheld mobile devices, such as smartphones and tablets.
The most obvious difference between the two is mobility. M-commerce relies solely on handheld devices — so customers can buy whilst “on the go”, as long as wireless internet connection is available. On the other hand, e-commerce covers all commercial transactions that take place digitally, including those made on laptops or desktop computers.
There are also less obvious differences. For instance, desktop users can typically only be tracked using their IP address, while mobile users can be tracked more precisely through Wi-Fi and GPS-based technologies. This allows brands to target mobile users with location-specific advertising, such as offering coupons or discounts for nearby stores.
Security is another distinction. Most fixed device e-commerce is carried out using credit cards, which carry an element of risk. M-commerce is more secure, thanks to biometric authentication, mobile wallets, and QR codes.
Finally, mobile apps are more convenient, making the buying experience easier and quicker.
Types of m-commerce
There are three basic types of m-commerce: mobile banking, e-wallets, and shopping apps.
Mobile banking: Allows users to manage their finances directly through secure, bank-authorised apps. These apps enable customers to perform essential tasks such as paying bills, transferring funds, and checking account balances without visiting a branch. Some banking apps go further, offering additional features like ticket purchases, hotel bookings, and payments for city transport.
E-wallets: These provide a convenient alternative to traditional payment methods by storing credit or debit card information digitally. Popular options like Apple Pay, Google Pay, and PayPal enable users to make secure, contactless payments using NFC or PayPass technology. Many e-wallets also store tickets, gift cards, and discounts, streamlining the checkout process and enhancing the shopping experience.
Shopping apps: These are tailored for businesses to sell their goods and services directly to consumers through standalone or web-based platforms. They include popular marketplaces like Amazon, eBay, and Etsy, which have mobile-friendly versions of their websites, as well as branded apps from retailers or service providers. Additionally, social media platforms such as Instagram and TikTok now offer integrated shopping features, allowing users to browse and buy directly within the app.
M-commerce trends
Who is leading the m-commerce boom? As you might expect, the answer is Gen Z and Millennials, who have grown up with mobile technology. According to a global consumer survey by payment service Klarna3, 48% of Millennials shop at least once a week using their mobile phone — with Gen Z not far behind.
Although Millennials are, at the moment, considerably more likely than older shoppers to buy using their smartphones, over time it will no doubt become the norm for all.
15 Mobile optimisation tips for e-commerce
1. Fast loading speed
A fast-loading site keeps customers engaged and reduces bounce rates. Slow pages frustrate users and can result in missed sales opportunities, so prioritise speed for a smoother experience.
2. User-friendly navigation
Make it easy for customers to find what they’re looking for. Intuitive menus and clear navigation paths help users browse and locate products or information effortlessly, even on smaller screens.
3. Responsive web design
Responsive design ensures your site looks great and functions well on any device.
4. Important information and Calls To Action at the top
Place key messages, product details, and Call-To-Action buttons at the top of the page to immediately engage visitors.
5. Mobile accordions (drop-down menus)
Use collapsible menus to save space and keep the mobile interface clean, enabling users to expand sections only when needed.
6. Larger font and button sizes
Optimise text size and buttons to be large enough for easy reading and tapping without errors on touchscreens.
7. Concise copy but enough product details
Keep text short and to the point, while including enough product information to help users make confident purchase decisions.
8. No excess plug-ins and pop-ups
Avoid unnecessary plug-ins or intrusive pop-ups that can slow your site and disrupt the user experience.
9. Auto-fill form fields
Implement auto-fill features to streamline checkout processes, such as address entry, saving time and improving customer satisfaction.
10. Offer one-click checkout
Unfortunately, the cart abandonment rate for mobile commerce is 85.6%4. Ouch. But offering one-click checkout is your secret weapon.
One of the best practices for mobile e-commerce is integrating a dedicated payment provider with your online store. Customers only need to enter their details (name, email address and shipping location) once, to be stored within the payment processor for future use. When they return to your online store, they can checkout with one click.
Some of the leading providers to consider are:
Facebook Pay
Instant Checkout
Paypal One Touch
11. Optimise every aspect of your checkout
Be transparent about all costs early in the purchasing journey so customers don’t have any nasty surprises at the end.
Offer fast and flexible delivery options including Express. Free shipping is always a huge sales driver (if your business can afford it!)
12. Consider building an app
You may wish to go all in and invest in a dedicated mobile app for your business. In Ireland, the App market is projected to hit US$512.40 million in revenue in 2022 and is expected to grow by 8.51% annually, reaching US$819.80 million by 20275. With such impressive growth, investing in a mobile app could be well worth it!
13. Leverage social media
With 79% of Ireland's population — 4.01 million people — using social media at the start of 2024, it’s a prime channel for engaging mobile shoppers. Add to that 5.38 million active cellular connections6, and it’s clear that mobile and social media go hand in hand for reaching consumers. Here are some tips:
75% of internet users use social media to research brands7, so post plenty of details about your products and take the time to answer questions from followers.
Consider Instagram Shopping for your business. You can link to your product catalogue and create shoppable posts so customers can purchase from your brand with minimal effort.
Share positive customer reviews across your social channels.
14. Optimise your website for mobile
A mobile-friendly website is essential for providing customers with a smooth shopping experience. Here are some tools to help you get it right:
Bootstrap will automatically scale your web pages for any device.
Google’s Mobile-Friendly Test will measure your m-commerce site’s quality.
Google’s Page Speed Insights and Google Lighthouse will show you if anything is slowing your site down.
AMP (Accelerated Mobile Pages) Validator will enable you to speed up your mobile pages
Chrome Emulation Tool replicates how your site will look on a range of devices. Use it to spot issues with layout, buttons, and navigation to ensure a flawless user experience.
15. Gather feedback and reiterate
Continually test your site and gather user feedback so you can optimise the experience. Remember, happy customers equals more sales!
Take the next step in optimising your mobile store
Optimising your mobile store is about creating a seamless, user-friendly experience that keeps customers returning. From improving site speed to leveraging social media and mobile tools, every small change can drive big results.
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