eCommerce vs mCommerce: mCommerce emerging as the new winner



The proliferation of desktop and laptop computers able to access the Internet via high-bandwidth connections rapidly increased to the point where e-commerce became the primary mode of business for many organizations. Now, as increasingly larger numbers of people have come to rely upon mobile phones to conduct so many transactions in their daily life, you could say that the era of mere eCommerce is over, and now is the time for mobile commerce or mCommerce.

In fact, annual mobile commerce increased by more than 80 percent between 2011 and 2012 and climbed 56 percent more in 2013, reaching an estimated $38 billion, noted a recent report in the International Business Times. The increase of mobile devices and the rise of mCommerce is leading many organizations to outsource the development of new apps so they can capture more of the market.

A case in point regarding the ascendancy of mCommerce is India, where the Internet subscriber base is estimated at 100 million to 150 million with a growth rate of 20 to 30 percent each year, according to the Business Standard. Approximately 50 million to 80 million people use smartphones and this rate is increasing by a whopping 60 to 80 percent every year. An increasingly larger number of users are expected to rely on mobile devices to access the Internet, and organizations seeking to expand their customer base would be wise to target the growing ranks of mCommerce spenders.

Types of Mobile Buyers and Your Goals

Savvy organizations determine what kind of mobile buyers they want to target so they can best meet their long-term business goals.

Deal Seekers.

Their main goal is to find a good bargain. Appeal to their desire for special, hidden discounts and deals.

Comparison Shoppers.

They enjoy doing research to get the best deal. Give them the comparison tools they need.

Window Shoppers.

This type may be bored or is just looking to pass some time making impulse purchases. Give them something exciting or unusual to consider.

Social Purchasers.

They stay connected to others via social media, which heavily influences spending patterns. Make sure you integrate social media into your app.

Future Trends


Sales from mCommerce are anticipated to climb to $50 billion by the close of 2014, according to a recent Marketing Land report. As another indicator that mCommerce is booming, mobile commerce is expected to surpass e-commerce in 2015, noted Retail Customer Experience.

By 2018, mCommerce will account for half of all eCommerce, says International Retailer’s recent commentary on the latest data from Goldman Sachs. Approximately 535 million customers worldwide will buy something from a mobile device by the end of 2014, and your organization can tap into this market with a customized app.

Must-have Features on Your mCommerce Platform

  • Responsive Design so your platform will look good no matter what device your shoppers use.
  • Loads quickly. Shoppers are especially impatient when they’re on the go.
  • User Experience or UX that is focused on converting shoppers to customers.
  • User Interface or UI that is simple and easy for users to navigate and find information.
  • Robust help and support coupled with a vibrant user community to give users a richer and friendly experience.
  • Native app programmed with a particular device in mind. Build specifically for Android, iOS or Windows Phone for maximum ease of use.
  • Incorporate features mobile users have come to expect, including CSS, HTML5 and JavaScript.
  • One-click checkout to let customers make fast purchases.

Whether you are interested in developing an app to capture a bigger piece of the emerging marketing of mobile phone users in India or have plans of an international nature, the development team at OpenXcell is here to help you with all your mCommerce requirements, ranging from a new app to a mobile-friendly online store. For details on partnering with our creative experts or to get started on a new project, please contact OpenXcell at your earliest convenience.


Aparna David

Aparna David

Aparna is an ardent writer who is fond of all things design and technology. She believes in evoking fresh ideas through her writing. In her spare time, she loves to explore novel apps and read about marketing apps and art.