The importance of shoppable content among mobile shoppers

Mobile eCommerce is growing at an outstanding rate – three times the rate of overall eCommerce. However, the purchase conversions from smartphone add-to-cart remain much lower than PC-based online shopping. The question is: what is hindering mobile browsers from converting browsers to paying customers? Read on to find out what the answer is and how shoppable content can fix it.

A March 2021 survey by the Economist Intelligence Unit asked respondents the top three reasons they don’t make purchases via a mobile device. Here is what they revealed:

One in every five respondents mentioned it takes too long to purchase mobile;
Nearly half of respondents (45%) said it’s too difficult to purchase on a mobile site or app;
Over 30% are concerned about security and privacy surrounding their data.

Another reason why there are low conversion rates among mobile purchases is slow navigation between pages and small screens that restrain product text and images.

To prevent high shopping cart abandonment rates, retailers are getting smart. Shoppable content on mobile is a new trend getting everyone excited about shopping, especially if they’re on a mobile device. It also simplifies the path to purchasing.

All About Shoppable Content

Shoppable content is any form of content that enables a direct purchasing opportunity by linking purchasable products featured in the content that consumers are viewing. It reduces the clicks and back-and-forth navigation which are causing mobile shopping difficulties.

Simply put, it’s only going to take one or two clicks to fuel that impulse buying moment when people’s heartbeats start racing when they see a product they desire, to the “Got it!” moment when they can buy it. Shortening the path to purchase is the best way to maximize sales. If your audience is shopping on a mobile device and is forced to visit the desktop to complete the purchase, they won’t do it!

This accelerated form of shopping eliminates any interruption caused by the inefficiencies of mobile shopping. Since it shortens the consumer flow, online retailers can easily track and measure conversions of various content marketing campaigns.

Examples Of Shoppable Content

There are many ways you can introduce shoppable content into your content strategy.

Videos. Videos are everywhere today! Brands can show off specific products in an interactive video that lets consumers click on specific products in the video. One click will take them to purchase, and it’s a seamless journey to prevent shopping cart abandonment.
Photography. Facebook and Instagram are the perfect social media channels to showcase products. Making images shoppable involves adding a mark on the items available in the photo. Once it’s clicked on, consumers will be taken to the product page.
Articles. Integrate existing products into your blogs or digital magazine. Assign a buy now button to product images that let consumers add items to the shopping cart. No interruptions will streamline the path to purchasing.

There are so many great ways to offer interactive, shoppable content wherever your target consumer is online. Appeal to where your audience is using the medium of your choice!