31 Mar Retail Browsing Shifting to Mobile
Every aspect of the internet experience is shifting from desktop to mobile, and retail is no exception. But unlike web browsing and video watching, there are some extra steps involved if you want to buy something online.
There’s putting items in your cart, there’s entering your payment info, there’s making sure all this information is secure, there’s shipping, there is even sometimes a matter of creating a profile. Sure, outfits like PayPal and Facebook have streamlined the process a little, but it’s still a hassle to do all this on your phone, especially when you may be trying to remember where you parked.
And as a consequence, people simply aren’t completing the process on mobile devices at the same rate they do on desktops. Mobile devices account for 60 percent of web traffic, but only 15 percent of purchases. This, naturally, is a problem for retailers, who have invested countless hours and resources into developing attractive produces, engaging consumers and getting them into that funnel, only to see them bail at the last second.
Stripe is trying to simplify that process with a new tool called Relay, which places a buy button into various platforms. For example, with Relay, you can send a tweet with a functional buy button built into the tweet itself. This allows the consumer to skip all the clicking and loading that typically accompany an online purchase that begins on a social platform.
Relay isn’t all the way there yet. For one thing, it only works on platforms that have worked out a deal with Stripe, and there aren’t many of those at this point. And even on Twitter, it’s still not the marketer’s Nirvana (a truly one-click purchase).
But this problem is being worked on, and when it is solved, the desktop computer will be one step closer to obsolescence.