Check out today’s article in Mobile Marketer about the difference between desktop/laptop e-commerce and mobile e-commerce. The article states, and I agree, most companies are not approaching e-commerce the right way for mobile.
As an example, I recently talked to a Fortune 500 company working on a new DTC (direct to consumer) offering. The company was in the process of selecting a software vendor for the e-commerce system. Unfortunately, the thinking behind the vendor selection was flawed. The company was planning to implement and deploy traditional (desktop) e-commerce first and then port the application to mobile later. A much better approach would have been to start with mobile specific use cases and associated scenarios to better understand the shopping and buying experience on mobile and how the activities relate to other channels of marketing and commerce. With a mobile and connected muti-channel understanding, my friends might select a different software platform or, more likely, they would implement the system with a “mobile first” mindset. Such a mindset will help expedite the time-to-market for a mobile offering that pleases the end-user (and the marketing department) and may help eliminate any back-end integrations issues not apparent with traditional desktop e-commerce.
