Marketing

Online shopping via smartphone and chat is becoming increasingly popular – eCommerce Magazin

  • Online survey on behalf of CM.com shows how much potential there is in shopping via chat.
  • Smartphone buyers are no longer just young people
  • Online shopping via mobile devices works better and better

Do you remember the time when you had to wait a long time in front of the ticket counter to get tickets for a concert? All of this is no longer necessary since users have been able to buy products and services of any kind using their smartphones. Whether tickets or frozen meals – just swipe, click and buy. But who really uses this offer? And above all: What do Germans buy using mobile devices? And what role does chat purchasing play? CM.com, provider of Conversational Commerce Solutions, asked over 1,000 consumers in Germany about their shopping behavior with smartphones and chat – and came to astonishing results.

Shopping via mobile devices? This has long been a well-known trend in shopping behavior. In the fourth quarter of 2019, more than half of all online orders worldwide were made via mobile devices, shows the “Connected Shoppers Report 2019” from Salesforce Research. When looking for new offers or products, as many as 70 percent activate the smartphone. Globally, smartphones have long since replaced computers as digital shopping trolleys. Mobile commerce For most Germans it is part of the reality.

Shopping behavior: Great potential for shopping via chat

Germans like to buy a lot online. Almost 50 percent shop on their mobile devices, slightly less – around 45 percent – on their computers. So far, so well known. In this context, it is exciting what the survey found: Almost 40 percent now buy clothes, tickets or services such as flights or taxi rides via chat. What does that mean?

Because so can Messenger services for example, WhatsApp will have a huge say in the future when it comes to online shopping. The app has recently not only offered users the service to contact the company via chat, but also to obtain information directly about the products and ultimately to buy them via chat – which is apparently being used more and more. The market potential for preferential purchase via chat is just under 58 percent below the respondents. The trend is clearly increasing.

Consumers prefer smartphones to laptops when purchasing tickets

Clothes or household goods – what do Germans particularly like to buy on the go? The respondents agree: especially when buying tickets, they tend to use a smartphone (60 percent) than a laptop (40 percent). In other areas, the notebook still dominates as the preferred digital shopping cart. Especially when it comes to travel (75 percent) and electronics (70 percent), Germans (still) seem to prefer the stationary computer.

This is possibly due to the respective purchase situation: Acquiring a train ticket or a concert ticket is a relatively quick act of shopping without a lot of preliminary and follow-up considerations, which can be done easily and spontaneously on the go. On the other hand, booking a trip requires more planning, for which you might prefer to take time on the computer. The appears for other queried areas Purchasing by notebook Although even more popular, the smartphone is catching up surprisingly quickly as an alternative. There are hardly any discernible differences between shopping by smartphone or laptop, for example in the areas of household goods and toys (49 to 51 percent).

Shopping behavior
The preferred devices for selected products and services. (Graphic: CM.com)

Smartphone shopping only among young consumers?

The popular assumption that actually only Generation Y buys their hoodies and sneakers via smartphone is not confirmed by the CM.com survey. The age group that most frequently uses the smartphone to shop for electronic devices is that of 30 to 39 year olds (over 30 percent). At least 20 percent of 40 to 49 year olds, and 19 percent of 50 to 59 year olds, still use smartphones rather than laptops when they buy tickets. Only among 60 to 69 year olds is it just seven percent who choose the smartphone when buying electronic devices. Amazing: Almost twice as many older people (14 percent) give the mobile device a chance when buying tickets.

Shopping behavior: When it comes to payment processing, the smartphone is ahead

The evaluation of the mobile shopping processes also revealed exciting figures: over 60 percent of those surveyed gave a rating of 1 to 2 when it came to processing payments for smartphone shopping (overall rating: 2.3). A comfortable ordering and payment process now seems to be standard and accommodates customers’ wishes to be able to pay as quickly and easily as possible.

The check-out processes (overall rating: 2.7) and the presentation of the product images (overall rating: 2.7) also received top marks with over 47 percent. As far as the layout (overall rating: 2.9) and the clarity (overall rating: 2.9) are concerned, the respondents seem to have the most catching up to do. But even here over 40 percent give the top marks.

Shopping behavior
Users pay attention to these characteristics when shopping online. (Graphic: CM.com)

More intuitive, faster, more secure: Mobile shopping is just getting better

The respondents particularly positively noticed that the purchase process via smartphone is getting faster and better. A good 80 percent are of this opinion. Many also notice the fact that more and more websites are suitable for mobile use (77.5 percent). Almost 65 percent praise the improved intuitive use of the websites and a good 55 percent are pleased that the products are easier to find.

In this context, it is interesting to compare these values ​​with the answers that the participants gave to the question “What are the reasons for you against online shopping via smartphone?”. Here the percentages are balanced. In other words: No matter whether data protection, layout, loading speed or search functions – there is no noticeable majority that particularly speaks out or opposes one of these functions. When it comes to the check-out function and the payment methods in particular, there is a slightly larger difference in terms of safety: almost 60 percent see no reasons in these two functions that speak against smartphone shopping.

Shopping behavior
This is what users want when they check out on their mobile device. (Graphic: CM.com)

Shopping behavior: what consumers want

Above all, when it comes to clarity and layout, the respondents see room for improvement. Very revealing: The respondents seem to think that better design is more important than improved data protection. When it comes to security, the respondents do not see themselves in any above-average dangerous terrain when shopping via smartphone. There is great satisfaction with the topics of payment methods, search options, check-out processes and loading speed.

For a worldwide conversational commerce provider like CM.com Such results can only lead to the conclusion that their offers exactly match the developments in shopping behavior. The great market potential of the chat shopping experience confirms the importance of the recently launched and worldwide first mobile marketing platform by CM.com. It connects companies with customers who want to be picked up where they are most often: on their smartphone in the chat channel of their choice. (sg)

Also read: Online shopping: How shopping behavior has changed as a result of the corona pandemic