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Sheri Hebbeln
 
December 21, 2013 | eCommerce | Sheri Hebbeln

Mobile Sales Growing in Value

While e-commerce has been growing for the past few years, mobile commerce is sneaking up from behind to capture a larger number of online sales. This may turn into an area of focus if you want to boost online wine sales.

E-commerce saw a huge increase this holiday season from Black Friday and Cyber Monday. The Internet shopping holiday was more successful than ever before, and many consumers are turning away from the Black Friday crowds because they can shop online without changing out of their pajamas. Mobile shopping was a big reason for the gains this year, according to International Business Times. The shift away from brick-and-mortar retailers may be especially advantageous to specialty stores like wine sellers.

Mobile may not catch up to e-commerce sales from desktops until 2017, but this trend is definitely becoming more significant. But that doesn't mean mobile isn't something to watch, especially as it's playing a role in selling wine to international markets. 

Even though the total number of mobile purchases dropped in 2013, overall dollar amounts are on the rise, a report from MEF Mobile said. 

As mobile devices become a more popular way to conduct product research and make online purchases, wineries may have an opportunity to increase direct-to-consumer sales. The retail industry is decidedly moving toward an omnichannel approach, meaning customers prefer to get the same experience online as they can in a physical store.

Mobile shopping challenges
Although high-dollar mobile purchases are on the rise, there are still inherent difficulties to conducting transactions this way for many consumers. It can be complicated to navigate through an e-commerce purchase with multiple steps from a tiny smartphone screen. Winery websites that aren't optimized for mobile face a serious revenue risk - shopping cart abandonment.

Other reasons for mobile commerce difficulties included slow network speeds, wariness to share too much personal information, poor user experience and difficulty finding desired products, according to the MEF study. In addition, many shoppers are hesitant to share their credit card information via mobile devices. Mobile devices provide many people with their primary Internet access, so it would be a mistake to neglect this demographic. You may need to assess your online wine store to determine if improvements need to be made for the user experience.

Biggest DTC opportunities will come from e-commerce
No matter what size your winery is, there's no mistaking the power of e-commerce for better wine sales. The Internet introduces the possibility for more sales in international markets. Although it may be a few years before mobile commerce claims a high share of online sales, the trend is definitely expanding. If you already sell wine online, it's time to take note. 

 

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