EcommerceBytes-NewsFlash, Number 3157 - September 20, 2013     2 of 5

Investment in Mobile Not a Priority for Most Small Online Sellers

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There is a lot of hype about mobile shopping, but small sellers are leaving the investments to platforms and marketplaces on which they sell. In an EcommerceBytes quick poll, when asked all the areas in which readers would invest a $50,000 cash infusion in their business, 13.8% said they would spend money to optimize their site for mobile or create a mobile app.

In a recent email conversation with Matt Winn, Marketing Communications Manager for Volusion which provides small merchants with ecommerce storefronts, he revealed that less than 5% of his merchants' traffic comes from mobile. The average merchant using Volusion's platform to host their web presence processes approximately $77 thousand in business each year.

But Volusion is not underestimating the potential of mobile commerce and has created a dedicated team responsible for improving the mobile shopping experience for its 40,000 merchants customers. The team is also working to create native mobile apps for Volusion merchants to manage their stores on the go, an investment that many busy sellers will likely appreciate as they keep up with customer inquiries and orders.

Winn said the amount of traffic from mobile devices continues to rise, with a larger percentage of that traffic coming from tablet devices as compared to mobile devices. "In fact, we've seen about a 10% quarterly increase in tablet traffic to merchants site within this year alone," he said.

The smallest online sellers use marketplaces or platforms such as Volusion, BigCommerce, Magento and many others. For those merchants, it's more efficient to let the platform concentrate on optimizing their stores for mobile shoppers.

See today's related story to learn which areas online sellers are prioritizing in terms of investment.


About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.


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