Time for businesses to embrace m-commerce

Social media and mobile apps will generate 50% of online sales by 2015, analysts have predicted.

IT research firm, Gartner, said that mobile internet will become the dominant channel for interaction, whilst mobiles overtake PCs. Businesses will therefore offer e-commerce based applications that can be accessed via a browser or mobile phone.

During Gartner’s IT Symposium on Tuesday, it was revealed that around 80% of businesses in Europe and North America will expand into Brazil, Russia, India, Africa, Japan or China by 2013. Some organisations are already launching web sale operations in new countries, hoping to expand to new markets.

This will spur on consumer growth and save companies money as they no longer need a physical office in a new area because of their new online presence.

Gene Alvarez, research vice-president at Gartner, said: “Customers are clamouring for new and easy ways to interact with the organisations they deal with, and no company should think itself immune to this new business dynamic.”

Gartner also found that industries, including entertainment, media and software development/publishing were being driven by business strategy changes and the increase of available mobile devices.

 “As more people use smartphones, they will expect an extension of their customer experience to be supported by this kind of device while demanding that social aspects of the web be intertwined with this experience,” added Alvarez. “As a result, it is time to take a fresh look at your organization's web sales capabilities to ensure that social software, mobile technology and globalization are part of your organization's online future.”

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