According to CMSWire, companies that sell directly through the internet need to update their systems to accommodate mobile customers. The rise in ecommerce has found numerous merchants integrating direct sales websites, and the source stated that an online sales experience that does not focus on mobile is a liability.
The report stated that, according to the latest Dac Group data, 40 percent of mobile customers will move on to a competitor's website if they have trouble with the mobile offerings provided by their merchant of choice.
A complete multichannel retail strategy encompasses a well-designed mobile website and, behind the scenes, systems that ensure service will be smooth. Customers cannot directly interact with transaction management systems or a company's supply chain management strategy, but if either fails, they could be negatively disposed toward the company.
Multichannel Merchant stated that companies can go even further with their mobile commerce strategies. Mobile devices can be used as point-of-sale devices in stores. According to the source, the unique sales advantages of online commerce can be brought into the store environment with mobile apps for employees as well as customers. This is important, as more than 90 percent of sales still occur in physical stores.