Barriers to Smartphone Checkout

A major them in our retail tech innovation center.

How steep are the barriers to smartphone checkout?

"To improve conversion retailers should improve their UX but also create mobile specific incentives that will make shoppers buy on mobile."  Nir Manor,  Retail-Tech Specialist Advisor
by Tom Ryan in Retailwire

While mobile has certainly expanded exponentially as a purchase influencer, consumers remain reluctant on pulling the trigger to make actual purchases. A university study explores a number of reasons why.

Many of the concerns from consumers were found to relate to screen size, including not being able to see the full picture on a mobile app, missing out on special offers or overlooking hidden costs, according to researchers from the University of East Anglia (UEA). Privacy and security concerns can also motivate people to put items into their shopping baskets, but then quit without paying.

Analysis of 2016-2017 online shopping data from consumers in Taiwan and the U.S. similarly found that shoppers are much more likely to use mobile apps as a way of researching and organizing goods rather than as a purchasing tool, which also contributes to checkout hesitation. .... "