More mobile innovation, please, we’re e-tailers

93% of online retailers believe mobile innovation affects profitability, but only 40% describe themselves as mobile first, according to new research by Ingenico ePayments.

Three quarters of respondents cited a frictionless experience as an essential part of their commercial offering, with one retailer describing the line between conversion and abandonment as ‘paper thin’.

Focusing on the UX, particularly at the point of payment, supported in local languages, payment options and currencies, will encourage trust and boost conversion significantly. Retailers also want to engage customers with the new checkout innovations: 54% are planning investment in gamification and a quarter regard chatbots as “essential”. 

“AI chatbots are increasingly effective at engaging customers with personal interactions, but the real challenge is turning those engagements into sales,” says Gertjan Dewaele, Product Intelligence and Innovation Manager, Ingenico ePayments. “Payment-enabled chatbots offer huge opportunities to sell without the need to switch apps.”

“Our customers have also found gamification to be hugely effective at amplifying a campaign. 30% of winners will share their success on social media, drawing huge amounts of organic attention. It’s often far more effective than a regular discount campaign.”