Featured Guest Blog: The Future of Ecommerce Is Mobile

Our friends at Codal were kind enough to talk to us about the importance of the mobile experience for ecommerce companies.

We’re eager to present to you their guide on how ecommerce companies can improve their mobile experience and ultimately increase conversions.

By Tory Darling, Codal Inc

The shift from brick and mortar retail shops to ecommerce is a phenomenon that has been rapidly growing in the last decade. More and more users are looking to the web to satisfy their purchasing behavior, from shopping to the latest fashion trends to ordering your groceries.

Even though this trend of buying online is nothing new to the consumer, or the retailer, what is a new trend is the shift of the device and where on the device consumers are starting to make purchases. This is what retailers need to be aware of.

Retailers, regardless of the status of its online presence, need to both be aware of these trends and actively participate in the ecommerce shift to mobile. The term that is has taken over shopping on mobile is mCommerce.

Growth of mobile

The future of mobile, specifically in the next three years, is at a unprecedented level. In 2018, U.S. mobile retail revenues are expected to amount to 206.53 billion U.S. dollars, up from 80.94 billion U.S. dollars in 2015. This massive jump is incredibly indicative of the shift of consumer purchasing in the online realm.

More importantly, the share of ecommerce sales for mobile retail commerce in the U.S. is expected to hit 48.5% in 2020 . This means an online retailer that does not have a strong mobile presence in these upcoming years is going to greatly miss out on its consumer base.

Go mobile by developing an app

As of 2016, for the first time ever, it was found that 51 percent of smartphone buyers in the United States had made the majority of their smartphone shopping purchases in 2016 via a mobile app. This statistic is a huge indicator that being mobile-friendly is simply not enough., Over half of consumers are turning to their apps in order to make a purchase; thus the need to optimize both a mobile presence and develop an app is mission critical for any online retailer.

Additionally, in 2017, mobile application downloads are expected to reach 268.69 billion . These mobile apps are including both current online retailers who already have an app, as well as new companies that are looking to “uberify” the next big idea.

How to be successful on mobile

Although mobile is huge, it is important to highlight the current drawbacks of mobile; conversions and order value. Having a mobile presence is not enough in an era of extreme technological innovation. In order to succeed you need to offer an exciting and valuable experience on mobile.

User Experience

Apps like Uber and Airbnb that have seen tremendous success have a large focus on UX, marketing initiatives, and strategic partnerships.

Putting an emphasis on the user experience, both in research and design, will have significant impact for the overall success. It is definitely a worthwhile investment to work with a UX design agency on an ongoing basis to ensure the UX of the site is at the highest level and following the latest trends. If your app has a bad user experience, chances are that the user will not want to come back.


The marketing component is often an overlooked aspect of having a mobile presence. Codal estimates that the investment of marketing an app will on average be double the cost to develop the app.

However, sometimes companies are able to incorporate their app to their current marketing campaigns.. For an example,, it is found that 54% of emails are opened on a mobile device, thus running a email marketing campaign may be very effective since the goal of the email is a mobile app download.

Another useful insight is that 64 percent of Millennials were using mobile retail apps because they believed it saved them money. If the app’s target market falls into the millennial group,campaigning any sort of discount on an app can draw in more users.

Partnering with the right organizations

A company that knows it’s core competencies and outsources in the areas they are not experts at, can be the path to success. This allows companies to focus on what they are truly best at.

For example, establishing and implementing an affiliate program is not an easy task for any e-commerce store. It would be more effective and produce the best results to work with a company like Refersion who is an expert in that particular area.


The mobile wave is only getting bigger, so it is better for companies to ride the wave now as opposed to risking the potential of being washed away.

In order to ride the mobile wave to the fullest, companies need focus on not just doing mobile, but doing mobile the right way. In order to do mobile right, companies need to have a concentration on user experience, marketing and partnerships.