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Mobile eCommerce Ordering Websites: Pros and Cons

By
Rianna Greenfield
on
Friday, April 26, 2019
Table of Contents

Optimizing your company’s website for mobile use is a good first step on the road to mobile eCommerce but your efforts shouldn’t stop there. While mobile websites provide some features that buyers find desirable, such as access to digital catalogs and online ordering capabilities, they also have many disadvantages when compared to native mobile apps.

A Complete Website Overhaul

Simply scaling down your current website to fit on a mobile screen isn’t going to cut it if you’re planning on offering your customers a thorough mobile web ordering experience. For your mobile website to be optimized for smaller screen sizes and less powerful operating systems, you need a complete website design overhaul.

Your mobile website needs to be responsive, meaning it must respond and adapt to the many different screen sizes and dimensions of every mobile device on the market. The layout of your company’s mobile website needs to differ from its desktop counterpart. All visual components of your mobile site (photos, product descriptions, forms, buttons, checkout page, etc.) need to be clean, uncluttered, and maintain proper sizing and spacing regardless of screen size.

Optimizing a website to function properly on a variety of devices is no easy task, and a truly responsive mobile website requires the skills of an experienced and tactical designer, not only to design the website, but to maintain it as requirements change over time.

The Speed Factor

According to Kissmetrics, 40% of people will close out of a website if it takes longer than 3 seconds to load.

Knowing this, take a moment to think about your customers and their purchasing habits. It is likely that your customers are placing orders in basements or walk-in freezers where there isn’t a strong WiFi connection (or any connection at all). Are you willing to risk losing valuable sales, as well as customers, just because the shopping and checkout process doesn’t work when they need it to?  

Is A Mobile Website Worth It?

As discussed in the 2018 Manufacturing and Distribution Sales and Technology report, 72% of wholesale suppliers provide online ordering to their customers via a mobile website. Unfortunately, only 25% of these suppliers report that a majority of their customers have chosen to utilize their mobile website. Alternatively, 20% of buyers surveyed in the same report said that they have implemented a mobile app, and they report that an astounding 43% of their buyers use it to place orders.

Given the low adoption rate of mobile websites, you need to seriously consider whether or not they are worth your company’s time and investment while developing your mobile eCommerce strategy.