Mobile Shopping: E-Commerce auf rund 6 Zoll
Freitag, 2. September 2022
Latori GmbH

Mobile shopping: e-commerce on around 6 inches

In 2021, the number of mobile Internet users in this country was 82% and a full 97.6% of all households had a cell phone. And the trend is upward! We are therefore in a position to make use of the concentrated possibilities of the Internet anywhere and at any time. It therefore stands to reason that our shopping behavior is also strongly aligned with this. According to surveys (e.g. by eMarketer and CBRE), 50% of consumers worldwide now use mobile devices for shopping. And this is unlikely to change anytime soon. Store operators should therefore definitely optimize their stores for mobile users. In this article, we will tell you which options are open to you for mobile shopping for your own store and what you should pay attention to. You will also find out in which areas mobile commerce is particularly worthwhile. But let's start from the beginning: What is mobile shopping anyway?

You would like to open your own mobile-optimized online store and could use professional support? Then feel free to contact us and we will be happy to help you with advice and support.

What is mobile shopping?

The term mobile shopping describes the purchase and sale of goods and services exclusively via mobile devices such as smartphones or tablets. Mail-order companies or manufacturers offer their products on mobile-optimized websites or specially created shopping apps. Customers can browse the provider's product portfolio with their mobile device to purchase the items via the mobile Internet. Common synonyms for the term mobile shopping are mobile commerce and m-commerce.

A distinction is currently made between three types of mobile shopping, namely via:

  • App: Shopping apps are user programs for mobile devices dedicated to the sale and purchase of goods and services.

  • Website: Mobile shopping can also be done via a website. However, it must be optimized for mobile devices to be accessible from a smartphone or tablet. Responsive websites, dynamic serving and custom mobile websites are available options.

  • QR Code: In this type of mobile shopping, both barcodes and QR codes can be read by a mobile device. Customers receive product information or are redirected to an online offer. QR codes link stationary retail and e-commerce in a special way. If the customer is interested in an offer that he finds offline, he can call it up and order it online via his mobile device.

In addition, apps, mobile websites and QR codes can serve as inbound marketing strategies for mobile shopping. Useful information, tips or games can draw attention to offers, brands and companies. It is not about the sale of goods and services, but about the customer's need for information. The aim is to support potential buyers in their search for a specific product or service and to pick them up at this mobile touchpoint.

Reading tip: Do you also want to finally get into e-commerce, but are not yet sure which type of store system is the right choice for you? Then click here to learn how online retailers can choose between on-premise and cloud-based e-commerce platforms.

Mobile Commerce: The technical requirements

In order to use mobile shopping, certain requirements must be met. On the one hand, these have to do with the infrastructure: There must be a permanent Internet connection. Ideally via WLAN, LTE, HSPA or UMTS. Online purchases can also be made from a smartphone if there is only an EDGE or GPRS connection, but websites then often take a long time to load and the risk of a disconnection is relatively high. Secondly - and this requirement is obvious - users must have a mobile device.

Reading tip: Another big trend in e-commerce at the moment is D2C. Find out here what's behind this approach, what benefits it brings, and how to implement a successful D2C sale.

Components of M-Commerce

Mobile shopping is made up of many different elements, including:

Mobile Advertising: This part of e-commerce includes all advertising measures that are used to purchase products or services. This includes SMS marketing as well as banner and text advertising, which can be implemented and controlled via programs such as Google Ads.

Mobile payment: This involves payment by smartphone or tablet, both for stationary and mobile shopping.

Reading tip: Here you can learn everything about Shopify Payments and which payment options Shopify merchants can still offer.

SMS payment services: Payments can also be made or subscriptions booked via SMS.

Bookings and reservations: In this case, the smartphone is used to book events or service. It is also used for authentication, e.g., for e-tickets.

Mobile banking: Here, banking transactions are authorized and processed via the mobile device using mTan.

Mobile apps: Customers can use them to make payments and use services. In addition, an app can be used to initiate purchases.

For whom is mobile shopping worthwhile?

Before you invest time and money in the mobile optimization of your online store, we would like to point out that some industries benefit more from mobile shopping than others. For example, the following applies to successful sales via mobile:

  • Items that people spontaneously feel like buying sell best via mobile devices. In the age of influencers, these include fashion, cosmetics and small electronics.

  • In m-commerce, on the other hand, items that involve a larger investment quickly fall through the cracks. These include furniture or expensive electronic items, for example. In these cases, the customer's value lies in being able to test the product in advance before spending larger sums.

Reading tip: Mobile commerce is not yet for you - are you currently asking yourself whether you want an online store or a marketplace? - Then this article will tell you how to make the right decision.

Implementing mobile commerce correctly

In addition to the technical requirements for shoppers, there are also a number of points to consider for you as an online retailer in order to get off to a flying start when it comes to mobile shopping. The clear focus here is on the user experience and the usability of your store. Best practices include:

  1. Offer individual offers: Mobile devices bring with them numerous functions that are not possible with PCs or in-store shopping, for example. As a merchant, you should build on these points and display your offers where they are relevant to shoppers.

  2. Focus on the search function: On the one hand, we mean that the search function should be easy to find on each of your subpages. On the other hand, you should also optimize the search function in your store, so that the user is offered intelligent suggestions, for example.

  3. Optimize the checkout process: A smooth shopping experience including checkout is extremely important for customer satisfaction. So keep these steps as uncomplicated and short as possible. In this point, a "save" function for the shopping cart should not be missing either. This way, your customers can easily return to the store after an interruption and continue shopping.

Tip: In the case of shopping cart abandonment, you can use innovative marketing measures such as dynamic retargeting to ensure that some of your visitors return to the online store and continue shopping.

Reading tip: In this post, we reveal our conversion rate optimization tips and some relevant influencing factors.


In order to keep up in the flourishing world of e-commerce, there is virtually no way around mobile shopping for online retailers these days. Purchase decisions are being made more and more spontaneously and without contact. If web stores are not designed for this, people will quickly look for another provider. So what are you waiting for? Offer your customers the best possible shopping experience via smartphone & co. If you don't have the confidence to adapt your online store yourself, we will be happy to support you!

Contact us

Shop Usability AwardShop Usability Award
Wir schätzen alle unsere Kunden, Nutzer und Leser, egal ob weiblich, männlich, divers oder nicht-binär. Der Lesbarkeit halber verzichten wir auf Gendersternchen und nutzen weiterhin das generische Maskulinum. Wir sprechen damit ausdrücklich alle an. Bitte beachten Sie außerdem, dass wir Zitate zum besseren, sprachlichen Verständnis leicht angepasst haben.