Marketers Optimize for T‑Commerce

Just when marketers think they have their mobile sites optimized for commerce, the bar has been raised. The new popularity of the tablet for everything from reading to shopping means consumers are expecting a seamless experience as they use their new devices. More retailers will be rolling out sites optimized for t‑commerce (tablet commerce) this year.

Recent statistics indicate that about 7.6% of U.S. consumers will own a tablet by the end of 2012. And these consumers, who are also shoppers, are using the devices so heavily for online commerce that some retailers say about half of the mobile commerce activity stems from tablets.

Experts suggest that retailers consider the best way to improve their digital interfaces. For example, the traditional online ordering site was developed for PC use which emphasized and trained consumers to use behaviors such as dropdowns and hovers. And many existing mobile sites were developed to work with the small screen size sported by most smartphones. To enhance t‑commerce, retailers will be rolling out specialized sites which include:

  • Sleek user interface
  • More data than what is available on m‑commerce sites
  • Interface that accepts user actions such as smudges and swipes
  • 360-​degree product photography
  • Quick swiping through product lists

While Apple may have market dominance with its iPad device, which doesn’t support HTML 5, retailers shouldn’t ignore other tablet formats in the industry. When rolling out their applications, retailers should test other formats to be sure consumers can easily access the site and generate orders.

Similarly, retailers should monitor the look and feel of their ad campaigns across multiple mobile formats, including tablets. The tablet commerce industry is still young and plenty of changes are on the way. But marketers who make the effort to connect with consumers via these devices could see their revenues rise.

[Source: Schmelkin, Alex. Make Way for E‑Commerce. Ecommercetimes​.com. 16 Jul. 2011. Web. 26 Jul. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.