Survey Says Merchants Not Adopting M-commerce

If 2010 is going to be the year mobile commerce takes off, we’re off to a slow start. Many marketers are not ready to face m-commerce, at least based on respondents to Multichannel Merchant’s Outlook 2010: Preparing For The Upturn industry survey on E-Commerce.

The survey, conducted earlier this year, found that 79.4% of respondents are not using m-com¬merce. A scant 6.5% did say they have a mobile site, and 6.1% said they have an iPhone app.

What’s the hold-up with mobile? At the Internet Retailer Web Design and Usability Conference in February, Jay Scannell, vice president-Internet technology at SkyMall, said carriers are not keeping up with demand in an era of 3G iPhones, BlackBerrys and Androids.

This is a problem, because consum¬ers are finally starting to embrace mobile: At the same show, Halley Silver, director of online services at baking prod¬ucts merchant King Arthur Flour, said her company’s m-commerce traffic qua¬drupled in 2009.

Amy Africa, CEO of online consultancy EightbyEight, has other theories to slow m-commerce adoption rates. For one thing, merchants think mobile is way more complicated than it is.

What’s more, most merchants seem to find social media sexier than m-commerce, Africa says.

Africa adds that there are very few mobile consultants, which makes a difference in how many marketers are talking about it.

“One of the biggest reasons is that the analytics are a bit sketchy, comparatively speaking, so people don’t know how to measure it,” Africa said. “Companies don’t know where to start, they just don’t get that it’s easy.”

Interested in the full e-commerce report? Download it for free.

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