The official start to the busiest shopping season of the year is just a week away, and ecommerce solutions provider Shopatron is forecasting that mobile will impact this season more than ever before.
In fact, Shopatron predicts that mobile online shopping will double this year compared to last year - accounting for 25 percent of 2012's website holiday traffic. This is because mobile devices accounted for 19 percent of all traffic on Shopatron client sites so far is 2012, and this number is expected to increase as the shopping season hits its peak in November and December. These stats further prove that merchants who don't yet have a mobile-optimized website are undoubtedly losing valuable traffic.
"Manufacturers shouldn't underestimate the importance that mobile devices play in purchase decisions," said Shaun Moores, Shopatron VP of Traffic and Conversion. "Consumers want accurate and up-to-date information on the products they're looking for, even using mobile devices to check for a specific color or size they don't see on store shelves. For brands who want to ensure that shoppers purchase their product and not a competitors', understanding and serving these consumers is critical."
Merchants should focus on creating a rich mobile shopping experience with a website that includes the same type of features available on the traditional Web, such as a full product inventory, product reviews and a simple transaction process. Furthermore, it is important to include a store locator or map on mobile sites, so that consumers can easily find a nearby brick-and-mortar location to shop at if desired.
"Brands that don't provide a mobile shopping experience will lose sales this year," said Moores. "And brands that offer rich mobile options will not only satisfy mobile shoppers, but will see the difference in their bottom line."
