Basket pages let mobile commerce down

It is all very well retailers spending millions of pounds ensuring consumers are able to navigate their mobile sites, but the minute the customer decides to make a purchase it becomes clear that facilitating mobile commerce for the consumer has not yet permeated to the basket pages.

Consumers are typically forced to enter their billing and delivery address details line by line on an awkward mobile keypad or touchscreen. As such, the risk of lost patience and abandoned baskets becomes very real.

Mobile developers should therefore be looking for ways to make it easy to input and verify address details. This instantly removes the need to enter full data and also provides a verification process between postcode and intended address, which is particularly important in the gifting market where many purchasers are not always sure of the recipient’s full postcode and house number combination.

Customers need a convenient, seamless service – from arrival at the site to purchase – that ensures the experience is as practical on the move as it is in their homes and customers will return.

Emma Gooderham
Managing director

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