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Why 100% of online stores will need a mobile and tablet version in 2014

Does your e-commerce site give visitors the power to shop on the go? Now days, online shoppers aren’t just shopping from desktops, the mobile movement is changing consumer behavior around the world! According to comScore, 55% of time spent with online retail in June 2013 occurred on a mobile device.

100% of online stores will need a mobile and tablet version in 2014. Why? E-business owners that haven’t optimized their sites are already losing sales today.


What does it mean to have a mobile friendly site?

It’s essentially a version of your site that loads quickly and is easy to navigate on a mobile phone or tablet device. Consumers are impatient so they won’t wait if your site takes too long to load or if it’s too complicated to browse.

Your online shop should adapt to whatever device visitors are browsing on but that’s not all! You need to take into account the small screens and how you can effectively convert visitors into purchasing customers.

The design of your mobile optimized online store

To overcome the challenges that a mobile site design poses, there are several factors to consider to make your online shop user-friendly and capable of converting visitors.

Swift Navigation
The navigation on the mobile version of your site should be optimized for touchscreen interfaces. That means your buttons should be bigger with more spaces in between links. It’s almost impossible to click on a tiny link with your finger without having to zoom in.

To optimize navigation, stick to one way scrolling to eliminate the visitor’s frustration of having to scroll in multiple directions just to find what they are looking for. You’ll also want to avoid pop-ups and new windows since it can interfere with the shopping experience.

Waterman Mobile Version

Waterman Desktop Version

Simplify Content
For the most part, your mobile site should be lighter in content than your standard site. You want to prioritize what’s most important on the site and try to remove ads if possible. Limit your menu options, links, text and images so that you’re mobile site isn’t cluttered and overwhelming.

Remember, you’re not working with a lot of space and you don’t want your site to have endless scrolling or make visitors go through more than 2 steps to get to what they’re looking for. Keep it basic.

Optimize the Checkout Process
Abandoned carts are a huge issue for e-commerce sites on desktops so imagine what that means for mobile devices. One of the biggest contributions to abandoned carts is a difficult checkout process with too many steps. Your mobile site should make it super simple and fast for purchasers to check out.

This article on Best Practices for Mobile Site Checkout will give you a full run-down of what you should consider when designing or improving your mobile site.

Additional Resources

Mobiletest.me – This site lets you type in a URL and view a mobile site from different mobile devices. You should test your mobile site in and out to make sure the navigation is smooth.

Mobile First by Luke Wroblewski – This e-book will make you a master of mobile! Here’s an excerpt of Chapter 4 on Organizing Mobile.

Why Your Ecommerce Website Must be Mobile-Friendly to Thrive – in case you still need some convincing, this article brings up valid points!

E-commerce Trends – take a look at our recent blog post on the top e-commerce trend predictions for 2014!


Create your mobile store right now and benefit from a free demo from Shopgate !

Haven’t tasted the PrestaShop experience yet? Download PrestaShop today to build and manage your online store with endless opportunities to make your site optimized for mobile and tablet devices!

  1. Sure! Online stores without mobile/tablet versions will have problems in future. It’s mandatory to update each of this stores. It’s necessary to improve each store, physical or online ; )

    I think that is important to renew the image a little bit too, to avoid the customers get bored too.

  2. Author: dancar

    Date: January 16, 2014 at 6:00 pm

    One valid question is where the decision making takes place. According to my statistics a very small number of actual purchases are taking place on mobile platforms- It´s much easier to make the purchase on a computer, typing in your credit card and such. However I imagine that many decisions to actually buy something are taking place on a mobile device.

  3. Author: gomlers

    Date: January 24, 2014 at 7:06 pm

    Dancar – my thoughts exactly! I think people browse their phone on the bus, the train, work-lunch. But those times are not the time to shop – that doesn’t happen until people come home from work, and opens their computer.

    People also seems to think that a PC is much safer to shop from, than any other device – especially their mobile.

    SO the big question is: Does a responsive design actually lead to more sales? I am really not sure it does!

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