The early days of eCommerce were a hard slog. The technology was cumbersome and unreliable, the gateways were expensive and the business community was sceptical. And the shoppers … well even the early adopters were hesitant – concerned about credit card numbers, identity theft and having to pay for goods in advance that may never arrive.
But over time most of those issues have been overcome. And even those that still concern us – like identity theft, security and so on – are traded for convenience. After all, we are generally happy to share our credit card information when a deal is ready to be done.
Mobile commerce – or mCommerce – however, has been able to ride the shirt tails of eCommerce. In many ways, the success of sites like Apple’s iTunes and Amazon have not only changed our sense of trust – they have changed our consumer behaviour. Just think, for example … when was the last time you bought a DVD or a music CD from a shop? For many of us, digital experience is at the core of our understanding and acceptance of so many brands.
And as we follow the bridge of convenience through our mobile devices, we will find ourselves using what businesses call mComerce (though we will just view it as convenience). And this makes me think again – that for the future of our brands, we need to think mobile first but with a social heart.
But our businesses challenges do not stop at the mobile gateway. In fact, they are just the start of a business trend that is going to transform our industries. A couple of years ago, well respected content marketing evangelist, Joe Pulizzi urged us to think about EVERY business as a “publishing business” – but now in the same way – we have no choice but to consider ourselves RETAILERS too. We are always on, always connected and always SELLING as the infographic from BigCommerce, below, shows. The question is … are you ready?