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Emerchants to Go Back to the Basics

Sellers will focus on shoppers' buying experiences, mobile, study finds.

Online retailers will try to improve their shoppers’ buying experiences and continue to optimize their sites for mobile shopping this year.

A recent survey by finds merchants will focus their efforts on site checkout optimization, alternative payments, shoppers’ experiences, testing and enhancing their products pages, and how shoppers see their sites on mobile devices.

Vicki Cantrell,’s executive director, says emerchants have responded to buyers’ attraction to mobile for some time now, but the popularity of buying on the go will make it even more of a focus in 2013.

“While direct mobile commerce is still small, mobile services are now an established and significant part of the shopping experience”

“While direct mobile commerce is still small, mobile services are now an established and significant part of the shopping experience,” she notes. “Retailers this year are smartly investing to create a holistic customer experience across stores, desktop and mobile to improve conversion rates, grow crucial repeat customer business, and even capture their share of customer demand from international markets.”

Tablets will be of a top priority for 43 percent of online retailers, according to the survey. They’ll look to create apps and mobile-optimized sites.

Online retail remains healthy

In other findings, the survey notes that ecommerce was strong in 2012.

According to the survey, 58 percent of emerchants saw a growth in their conversion rates in 2012 compared to 2011. The rate of abandoned carts also decreased or remained steady.

Additionally, 53 percent of sellers reported an increase in the average price of orders placed by repeat buyers, and 52 percent saw an increase in repeat customers, the survey notes.

However, merchants were split on the impact mobile has had on their sales and traffic. About 36 percent say it’s had a positive impact. Twenty-nine percent say it’s had a negative impact, according to the survey.

About the author

Olga Munoz
Olga Munoz is editor of In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.

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