Mobile e-commerce emerges quietly, the next "gold Mine"

2011 is not so much a year to witness the prevalence of e-commerce as it is merely a prelude to what we expect in 2012. Following the 2010 investment boom in E-commerce, then the mobile Internet gradually into the public eye, the mobile phone with unlimited potential in the future of the new industry is gradually infiltrated into people's lives, work in various fields, mobile phone messages, micro-blog, mobile music, mobile games, Mobile video and other colorful mobile internet applications have developed rapidly.

Mobile electronic commerce is the product of the combination of mobile communication technology and electronic commerce technology, and it is one of the main development trends of electronic commerce. In the past two years, with the popularization of intelligent terminals and the continuous innovation of application mode, the mobile internet has been exploding, and has been praised by entrepreneurs and investment circles as the next "gold Mine".

Mobile e-commerce emerges quietly

"Smart-led E-commerce is expected to reach $10 billion this year," said Marproux, vice chairman and chief analyst at Forrest Research. This speculation does not even take into account the business of tablet computers. ”

"For the first time in the holiday season, we've seen the real numbers," says Maureen Mullen, head of research and consulting at Luxutylab, a L2 of the US electronic innovation think-tank. It really is a Ouija ball that allows us to anticipate 2012 online sales. ”

She said: "The strong are stronger, like Amazon, ebay, and Macy's (Macys) have surpassed other smaller online marketers." ”

Maureen Mullen said: "Amazon is the main force that leads this e-commerce control." Interestingly, the trend on Amazon is that it is 5 times times faster than the overall retail industry in the United States, E-commerce 3 times times the speed of growth, the most staggering is that 37% of E-commerce transactions in the Amazon network. "This contrasts with Wal-Mart, which has been in control of 9% of the US in the late 90.

The data mean Amazon is proud to have the fastest growing channel of more than One-third in retail. It does, according to Maureen Mullen, have important implications for brands and retailers for their electronic sales strategies in the 2012.

ebay's E-commerce in 2011 (from smartphones and tablets) reached $5 billion trillion and is expected to climb to $8 billion by the end of the year. Steve Jankovic, vice president of ebay's E-commerce network, said he stressed that most of the e-commerce buyers had the same goal: to buy snacks from mobile phones, rather than simply browsing the buyers.

Jankovic said: "It also implies that it will be a mobile phone business opportunity to create the experience that the user is doing and discovering only through us." When they stop, we know they have intentions, so for us to solve the question of whether ebay can be part of it and whether consumers can browse the terms when they don't want to buy. We cling to this intention, so the future of the forefront for us to get more promise and traction, can pursue browsing and discovery. ”

PayPal, owned by ebay, reckons that its phone payments will reach $700 million trillion this year, based on a 75% increase in 400 million dollars last year. According to Nayar, the head of its communications department, mobile sales have grown from less than 100 million dollars in 2006 to $700 million trillion in 2007, and 2.5 billion dollars in 2008, thanks to the push of the iphone, The figure soared to 14.1 billion dollars in 2009 and 75 billion dollars in 2010. Mobile phone volume increased by 600% in just one year from 2010 to 2011.

According to experts, the further growth of the mobile business in 2012 stems from the provision of exclusive mobile services for consumers, through devices that differentiate between mobile service and shop experience in mobile shopping, broadening mobile and tablet capabilities, not limited to Apple products and social e-commerce.

Retailer strengthens Mobile function configuration

Nayar first noted that, after Thanksgiving, it was a golden age for retailers to boost sales by providing mobile services for the next holiday shopping spree in limited time.

E-Commerce Solutions demandware Company manager Gari Lombardo, with Tory Burch, Kate Spade, Crocs, Barneys New York and Elie Tahari and other companies have a partnership. He believes that merging mobile commerce with physical stores in the same roof can make a huge difference in the entire shopping experience.

Lombardo says stores are adding mobile devices and tablets: "There are a lot of retailers who find that their web site has a lot of mobile business data and that the mobile business is beyond the store." This will certainly bring online business to the store business, but also to expand the inventory of the network. Retailers are trying to change its model because the entire channel, including mobile phones, is pushing it forward. Stores use the advantages of the store's mobile devices to leverage, providing consumers with the convenience that would otherwise have been used only in brand stores. ”

Tory Burch, who chose some of the New York stores as a pilot last fall to implement a strategy for shop-moving sales, said the company's chief operating officer, Mitch Bellardelli, is now trying to fully meet its initial display of the perfect storefront it expects at the end of 2012. The marketing volume of the company will be recorded on the website in a personalized manner, linking it to the customer's ipad so that all activities will be linked to shop assistants and shops.

"We think of mobile phones as a real bridge between cable and offline," Bellardelli said. Our customers have been carrying their equipment, more than ever before to understand our information, into our store. "In addition to merging online and offline market experiences, different brands need to be treated differently in terms of mobile phones, tablets and cyber strategies, which are important to keep moving forward," he said.

Lombardo, a particularly good example of ebay's smartphone and tablet programs, points out that smartphones and tablets are being used for different business reasons, and it is because of this that retailers do not use websites that compare to traditional tablet PCs.

Maureen Mullen agrees and adds that many brands will focus on tablets this year. "Mobile phones occupy an increasing share of the market, and when you add a tablet to it, especially the ipad, this is where we see a lot of growth in the process." He went on to say: "The tablet is the electronic commerce of the street Lamp, through the ipad allows the brand to witness the conversion rate into the site twice times to 3 times times and many are driven by buyers when shopping."

From L2 's study, Maureen Mullen was confident that online marketing in 2012 was more than $1 billion trillion last year, and she believes it is directly related to 0 of retailers ' increased online strategy and more money to invest in the electronics market.

On January 12, L2 was the first brand to have 100 points of prestige in the company. The IQ index of mobile devices index The Prestige brands of digital innovation in the fashion and cosmetics industry, largely attributable to the retailer's reform and innovative unique mobile experience (Nordstrom, Macy, S,net-a-porter and Bloomingdale department stores have occupied the top 5 of the remaining 4. )

Maureen Mullen points out that only 16% of the brands have unique ipad applications in the index, which is where most companies are currently offering copies of ipad content from Apple's software store.

It has a mobile-commerce-compatible mobile Web site, an iphone app with retail information on the inside and an ipad program that attracts people to allow customers to order through instructional video.

"For us, the mobile business has been an important customer service tool in the early days, so when the iphone went public, it completely changed the way people think about what they can do, so we launched an iphone app," said Zhuli Boensden, senior vice president of silk. In early 2011, we added an ipad app that was capable of upgrading. ”

Mobile phones, he says, are a bridge between E-commerce and shop experience, a tool that connects physical stores to online stores. "We have built an ecological environment that simplifies customer shopping experiences by working together," he said. You need to take advantage of all this. The type and mode of our products on different platforms are the same. But the devices that people manipulate and use are different. ”

However, the digital agency Giorgio and Armani, which had worked with the brands of Mr Porter, J.Crew, Alexander McQueen, Moncler Discoveredd and Wednesday Oliver Vols, founder and CEO of the London Innovation platform, says this is not always the case.

He believes that if a Web site has a design, then brand information should be done through a switching platform without the need for computers, smartphones, tablets to differentiate, not to mention that for smaller retailers, achieving these high costs is indeed an obstacle.

Social E-commerce needs to be developed

The main emerging trend this year, Walsh discovered through Discoveredd, is to allow users to store their favorite and daily-found goods, places, and images in online scrapbooks, known as social E-commerce.

"I have a lot of interest in how people find products that are relevant to them," Walsh said. This is a collection of social trade and social discovery. This must be visible. The concept is social discovery and how the world is found from a search based discovery to a calculus based discovery. Most importantly, there is still a lot of space to be used. ”

To some extent, Facebook has used its "favorites" feature, but based on the discovery of social trade positions such as Pinterest and Discoveredd, new types are intended to cater to this nascent breed in innovative ways. For Walsh, shopping with friends is the most advantageous tool for improving profitability.

There are conflicting views on Facebook. Maureen Mullen said that when it comes to shopping, brands and retailers are not fully aware of the opportunities around the social media, but they can still be aware of this at the end of the year. Lombardo agrees, but it's too early to pin Facebook's business decision. Even if he doesn't think Facebook can be the driver of a huge gain, it will certainly become a platform for fans to participate, and the brand Chamber of Commerce will be able to provide sales and sales of promotional shares, thereby facilitating experience feedback to the brand.

He also thinks it can be leveraged to transform data from platform to brand sites, destroying data collected from an E-commerce system is a big possibility for companies that sell Facebook data, and information about consumers is common, including that their friends may like the product.

Lombardo said: "This type of merchandise is very influential, but also very personalized, we have been talking for a long time." Facebook is worth the retailer's thinking. ”