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29 Jun 2011

Interesting M-Commerce benchmark study by e-Digital Research

by Sue Akam

Wickedweb have a lot of clients in the retail sector and so we keep a keen eye on the industry - in particular M-commerce as this is the topic we are being asked about regularly. With Mobile strategies coming to the fore, our focus has been on planning M-commerce initiatives for our clients, and so it was interesting to come across this article published on the Econsultancy website recently.


e-Digital Research has recently undertaken an M-Commerce benchmark study which uses mystery shopper surveys to assess the customer experience for websites viewed on smartphones.  ASOS has come out top, narrowly beating M&S which will no doubt inspire other retailers to look at how effective their M-Commerce actually is.

Although it has been criticised in part, there is a key point to take away from e-Digital’s Research study: it is imperative that retailers are focusing on optimising their website for mobile as this is an area that continues to evolve rapidly.  Wickedweb are advocates in implementing a usability study at the outset of a build for our retail clients, to consider how M-Commerce will be addressed and executed. It is essential that the design rendered on a smartphone is simple, along with the navigation. ASOS have scored highly on the product pages where information including price is clear.  

It’s not good enough now to merely have an M-Commerce presence – the solution has to be carefully thought through and tested in order to provide the best possible user experience for the customer and ultimately the most hard hitting conversion rates for the retailer…

(Source E-consultancy)

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