26 May, 201610 Most Disappointing Mobile Commerce Sites in Canada
19 percent of Canadian companies have websites optimized for mobile. (1)
In 2016, one would think we would have mobile commerce nailed down, but surprisingly enough there are still stores in Canada that do not even have proper mobile commerce sites. Below we include a few unlucky stores, but there are many more stores with the similar problems. It is time to finally have mobile first interfaces and not having mobile as an afterthought.
Mobile Statistics
Purchases made by device and age
Devices used for product research (2)
42% of Millennials (18-34-year-olds) buy online monthly and they also want easy ways to navigate online using their mobile devices while in the store. (3)
1. Not having proper mobile site – THE BAY
Is this store mobile or not? Although one might be fooled by the larger buttons in the middle this site is not mobile friendly at all. The top navigation is completely unusable on the phone.
2. Having error pages leading from mobile ads – MOVADO
Clicking on a paid ad on Google and landing on an error page is just playing embarrassing. Imagine paying for advertising that no one would ever see.
3. Broken user interface – PIER 1
This interface looks completely broken. There is no way store website navigation should look like that.
4. Broken location targeting – FOSSIL
I am in Canada, why do I need to know this company delivers to India? It is confusing.
5. Color swatches that do not update the product image – SEARS
Having color swatches that do not correspond to the main product image is just bad customer service. It is like going to the store and trying to buy something that is not even there.
6. Sites with no eCommerce at all, just print catalogue that is completely unreadable online – BOWRING
What is the point of showing information that is completely unusable? It is better not to show anything at all.
7. Redundant and unclear functionality – EDDIE BAUER
Why do I need to select the color twice? Does it do something different?
8. Pop-ups not optimized for mobile – SHOE COMPANY
Not only does this site not mobile but it present this unusable pop up as soon as you land on the site
9. Product Images that not showing up – DR MARTENS
In order to be able to buy something, you need to see it. Having an eCommerce site that does not show product images is just like having empty shelves in a brick-and-mortar store.
10. Outdated Inventory – BOUCLAIR
Showing product availability as of May 10 on May 20 is just silly, what is even the point?
FINAL REMARKS
According to the Shopify Announcement about the First-Quarter 2016 Financial Results (4)
“Orders on mobile surpassed those on desktop for the first time ever in the first quarter of 2016, as just over 51% of orders exiting the quarter came from mobile devices. The share of traffic from mobile devices in the quarter was even higher, at 62%.”
This data mean that a retailer that do not provide a high-quality mobile commerce experience is losing a significant part of their total potential traffic volume. To stay competitive merchant must invest in creating a quality mobile commerce site and integrate the mobile channel within the overall omnichannel customer experience.
We hope that most of the retailers will fix the broken mobile commerce experience this year.
References
- The five trends that will shape how we shop in 2016, http://www.theglobeandmail.com/report-on-business/rob-commentary/the-five-retail-trends-that-will-shape-how-we-shop-in-2016/article27952956/
- The state of e-commerce in Canada – CIRA, https://cira.ca/sites/default/files/public/ecommerce-factbook-march-2016_0.pdf
- Total Retail Report 2016: Canadian insights, http://read.ca.pwc.com/i/656770-canadian-total-retail-2016-report
- Shopify Announces First-Quarter 2016 Financial Results, https://investors.shopify.com/Investor-News-Details/2016/Shopify-Announces-First-Quarter-2016-Financial-Results/default.aspx
