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BizReport : Research archives : February 14, 2013

Why brands should embrace m:commerce now

Of the more than $180 billion spent online in 2012, the mobile piece was relatively small. But, mobile commerce has shown steady growth for the past couple of years, and one expert believe mobile and social will have a big impact on retailers' bottom lines this year.

by Kristina Knight

Kristina: We saw mobile commerce take a large step forward as well; how important is it for retailers to now optimize sites for m:commerce?

Maria Haggerty, President, Dotcom Distribution: It is extremely important for retailers to optimize their sites for mobile commerce. These days, we never leave home or office without our smartphones. E-retailers need to not only brand their mobile app consistently with their online and physical store, but also they need to make the app easy and intuitive to use. While still a relatively small segment, it is impossible to ignore triple digit growth year over year from tablets and smartphones.

Kristina: What trends are you seeing now in e:commerce?

Maria: We are seeing social media play a much bigger role overall. The concept of telling all your friends what you just bought and creating a buzz around a product can have a huge impact. E-retailers are experimenting with Facebook, for example, where you can send a gift to your friend. Pinterest is also growing quickly as an opportunity for retailers to promote key product categories. Subscription-based eCommerce that can tie content and community to commerce continue to be some of the hottest segments.
Kristina: What 3 things do you believe will have do you believe will have the biggest impact on retailers through 2013?

Maria: 3 things that will have the biggest impact on retailers through 2013:
1. Social media
2. Mobile
3. Flash & Subscription Commerce

Kristina: What can retailers do to stand out in the crowded e: and m:commerce spaces?

Maria: This is simple: provide attractive and appealing offerings, followed by a great experience when the package arrives at the door. Branding should be consistent between the physical store, website and mobile experience, and most importantly, should be delivered to the door consistent with the brand's promise.

You can read part one of my chat with Maria, including her thoughts on ecomm personalization, here.

Tags: Dotcom Distribution, M:Commerce trends, mobile marketing, mobile tips

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