Why Do We Still Prefer Not To Use Our Phones For Online Shopping?

90% of us abandon our online shopping baskets or carts when trying to buy something on our smartphones.

This is a much higher abandonment rate than for desktop or tablet shopping. Recent Bamyard Institute figures highlighted by the BBC showed that 32 different studies on statistics for e-commerce shopping by desktop and tablet there was an average 68.55% abandonment rate of shopping carts.

The Centre For Retail Research figures support this finding as they show that in 2015 in the UK only 16.5% of online spending was done by smartphone, compared to 71.4% by PC and 12.1% by tablet. The same study showed that only 7% in Europe online sales are made by smartphone.

Conversion Rate Lower By Phone

Although many websites are now seeing high percentages of mobile traffic, the conversions on smart phones tend to be lower than for desktop and tablet.

What’s The Problem?

Although upper end smart phones can have larger screens and are better suited to online shopping, many phones can be too small and fiddly to make it easy and fast to carry out many of the data input operations needed to make a purchase e.g. credit card and delivery address details.

Possible Solutions

Online shopping innovations and systems that could help to turn this trend around include:

  1. The PowaTag system from Powa Technologies. This system requires shoppers to download an app, set up an account and store their payment card details. Digital tags similar to quick response (QR) codes are that can be inserted into emails, websites, posters, and images. With this e-commerce platform all shoppers have to do to buy something is to wave their phone over a product or image containing the tags, and tap the phone. This allows fast, easy purchase without the need for the fiddly form filling. For this format to become successful however it will require large numbers of retailers to sign up and to use the tags.

  2. The Zen Shopping App. This system allows shoppers to compare prices to find the cheapest version of a product (and get a refund if it’s not) and to have one-tap checkout at more than 100,000 stores including Amazon. Unfortunately it is only currently available to iPhone users in the U.S.

  3. The Dashlane System. This is a secure digital wallet (like PayPal) that should work everywhere. It currently has 4 million users worldwide and simplifies the checkout process by allowing you to store all your payment details using secure encrypted digital keys in a secure app or web browser extension. It works with all payment methods and all retail websites.

Loyalty & Immediacy Good

Some recent research from Foolproof showed that more half of shoppers would happily switch from plastic to digital loyalty cards. The immediacy of phones also means that they special offers sent to them are more likely to get a good response rate.

Shopping By SmartPhone Increasing

Despite lagging behind tablet and desktop, shopping by smartphone is an increasing trend. For example UK Black Friday weekend shopping in November via smartphone totalled £472 million.