Introducing m-Commerce

In an increasingly digital environment, the onus is on retailers to predict shopping trends. And with Smartphones becoming the standard of communication, it’s no wonder retailers are funneling many resources towards the mobile shopping experience – “m-commerce.” The iPhone introduced the term “app” to the public, and since then these nifty mini-programs have titillated Smartphone users everywhere.

The appeal of apps, specifically in the context of retail industry, is that they allow retailers to access consumers at all times. Products are given higher visibility because they can be viewed whenever the Smartphone user decides to run the application. The advantage for the shopper is that they can shop from anywhere they have a signal.

As simple as they sound, effective apps require a well-informed team and a well-executed idea. Retailers and the app creators they commission must stay abreast of trends, constantly assessing the way consumers interact with the changing technology. Women’s Wear Daily reports that only 5% of women surveyed by the Cotton Incorporated Lifestyle Monitor purchase clothing online. Although e-commerce is touted as the biggest movement in the apparel industry, that figure doesn’t quite reflect the level of buzz.

Maybe the fact that people take their Smartphones everywhere will push the number of m-commercers past the number of online shoppers. Or perhaps it will simply be an ill-fated experiment in marketing. In any case, it will be interesting to see how people respond to the Smartphone strategy. As long as consumers believe they are gaining something more than convenience, m-commerce might stand up well against traditional retail avenues.