Mobiles Retailing: Conversion Funnel for a Smartphone - Essay Example

The mobile solution providers have made this possible through the provision of a wide range and convenient mobile platforms.

The smartphone is making all this possible as their sales and eventual effectiveness in eCommerce are proving and surpassing Tablets. For instance, in the US, a larger percentage of mobile transactions comes from Smartphones, and this trend is forecast to be more prevalent. The introduction of large-sized smartphones such as Samsung Galaxy and iPhone 6 has been a boost as more consumers increasingly prefer the Smartphone arena for mobile transactions and orders. Even though the conversion rates on smartphones tend to be lower compared to tablets or desktops, they are increasingly preferred by owners since they generate more transactions because of significantly higher traffic. Looking at the rate at which the Japanese employ Smartphones for various mobile transactions (90%) the future looks bright for Smartphones in mobile retailing. For the US, the situation is likely to improve in the future as higher mobile conversion rates are expected due to increasingly turning browsing into completed mobile purchases.

One probable trend forecast to be more prevalent in mobile retailing in the future is increased mobile retailing of Fashion and Luxury products. Luxury goods and fashion retailers are controlling the industry in m-commerce, and as more shoppers increasingly embrace mobile services in and out of fashion stores, likewise these retailers are forecast to continue broadening the gap existing between leaders and laggards. Closely related to this, Fashion and Luxury products retailers are currently having the highest share of mobile transactions. The world has also witnessed the first-ever shoppable social network that will continue trending. The introduction of the Net Set app will allow various users to shop while socializing with the stylish Net-A-Porter community. Various online beauty products have been made possible through better mobile solutions that enable fashion and retailers to enjoy convenient and personalized shopping experiences. This has led to the emergence of the Fendi E-shop and Chanel Online Beauty Products both of which are expected to be embraced more by Fashion and Luxury products retailers.

Today the conversion funnel for a smartphone is not the same in various countries. The trend likely to be witnessed in the future is that where advertisers in Western markets localities will concentrate on improving their product mobile websites, resulting in dramatically increased product browsing. Likewise, purchase rates are likely to improve as mobile transactions become more unified and seamless. In this regard, it is predicted that we’ll witness the inclining point where mobile will eventually capture a substantial share of the combined e-commerce platforms.