Impact of Mobile Technology on E-commerce

This article discusses the impact of mobile technology on e-commerce, highlighting the benefits and challenges it brings. It explores how mobile technology has revolutionized the way businesses conduct e-commerce and the various advantages it offers, such as increased sales, personalized user experiences, and secure online payment systems. However, it also addresses the challenges, such as technical limitations and privacy concerns. Overall, mobile technology has become an essential tool for e-commerce companies to stay competitive and reach a wider audience.

Running Head: MOBILE TECHNOLOGY 0
Marketing

MOBILE TECHNOLOGY 1
Introduction : Mobile Technology and e-commerce
Mobile Commerce means the conducting of business activities through mobile
devices such as through tablet computers or mobile phones. In the recent time, mobile
devices have become quite common and people started spending more time using them over
the internet connection or traditional computers. Besides the various applications, mobile
commerce is emerging as the significant method of selling and marketing among business.
It is true that among all the total population of around4.3 billion, 58 per cent of the
persons are founded to be mobile users. The numbers of users are also increasing day by day.
Moreover, it is also found that the number of mobile users also expected to rise by 4.78
billion by 2020. Mobile technology has also impacted the Ecommerce in number of ways as
most of the people prefer to see the smartphones in order to purchase. Businesses also turned
to ecommerce platforms in order to increase their sales. Therefore, mobile technology has
also shifted the sales of business in several aspects. Most of the customers believe on mobile
phones in order to make purchases not only on their device but also in the retailing stores.
Due to this, it has become the powerful tool in order to increase the conversation, loyalty, as
well as sales.
In the recent time, mobile users are becoming more and more comfortable with
making the online purchase. Besides offering the several advantages, it is also presenting
several issues because half of the buyers mostly prefer to go to the mobile website to buy
rather than using the mobile app. It is because they prefer to go through the direct route
instead of downloading the app. Many people also think that mobile app proved the
unnecessary barrier at the time of completing transaction. With the rise in demand of the
mobile commerce, it has become essential for every person to have mobile apps. Nowadays,
most of the people prefer to make the payment through credit or debit cards. Therefore,
having this application is quite satisfactory for them.

MOBILE TECHNOLOGY 2
Impact of mobile technology on E-commerce
In today’s scenario of business world, both online and offline sale of the product is
vital for the retailers. These two are interrelated and contribute to the overall growth and
functioning of the retail business across regions. The retail businesses are influenced through
the application of mobile technologies, determining the effectiveness of operations.
Nowadays, the business shoppers at the physical stores has increased the use of mobile
devices or apps for carrying out their operations. The rate or percentage has been estimated
at 84% for the shoppers, before committing any purchase for the products. It is because the
mobiles or apps help people or customers to get information about goods and services
beforehand. This helps them evaluate their purchase decision for the product in terms of
quality and costs, and other aspects (Eastin, Brinson, Doorey & Wilcox, 2016).
The increase in the use of mobile technologies has led businesses making investment
in the tools and technique for providing information to the customers. Therefore, it states that
businesses have turned towards making the use of e-commerce platforms to increase their
sales. People now can enjoy the facility or availability of desired products at their homes,
without the need of going out to the stores. This is done with the help of online shopping
applications and other mobile devices. This has been one way that shifted the sale of
business in many of the industries. It improves the productivity of the businesses, and
enables the marketers or producers receive the correct feedback for their sales (Natarajan,
Balasubramanian & Kasilingam, 2018).
The impact of the mobile technologies has been observed on the customers or users in
a positive way. Moreover, looking out from the perspective of a seller or marketer, mobile
technologies help those to assess as which products get used most. They can gather response
from the comments, and rating system. This helps them developing a strong base or access
for the customer-demand-support interaction or system.
An aspect of mobile devices or mobile technologies has also stated about the
mechanism of ‘mobile payments’ in businesses. The introduction of secure payment online
systems has been used to facilitate the trade, i.e. e-commerce. These mobile technologies or
app provides financial services to the people. The online mobile payment systems include
debit card, credit card, net banking, UPI payment, wallets, and others. Using these
mechanisms or mode of payment enable them the advantage of discounts, cash-backs, on the
purchase of products (Oliveira et al., 2016).

MOBILE TECHNOLOGY 3
The companies must create a meaningful and compelling user experience through
proper research determining the best strategy. Therefore, there is a major impact of the
mobile technologies on the e-commerce. E-commerce combines with the use of mobile
technologies, also called as mobile commerce. The consumers with the use of mobile
commerce can enjoy a lot more than just the purchase of the products (Manser Payne, Peltier,
& Barger, 2018). They can make the use of mobile commerce, as it is all about convenience,
and enable effective comparison of the prices, location and find coupons. It thus creates or
generates a competitive advantage for these sites to ensure uploading quickly and enhance
consumer experience. The app technology approach on the other hand is more deadly to
develop and often needs to be customised for every platform in order to give optimum
experience. Therefore, the discussion has stated a positive experience or implications of
mobile technologies on the e-commerce (Agrebi & Jallais, 2015).
Mobile technology has led a huge change in the e-commerce from the perspective of
device vendors . As these vendors, target mainly the people from the younger generations,
more than other groups. It helps or assists them to promote their produce and collaborate
with the big companies in the telecommunications industry. This has increased the
advancement of the e-commerce to m-commerce to help users to shop products using their
mobile phones (Eastin et al., 2016).
E-commerce businesses using the mobile technologies receive a number of direct
benefits. Businesses gain rapid development, and improve integration with the existing
communication and infrastructure. This creates or generate a high awareness of the
companies’ brand and services in the market (Kang, Mun & Johnson, 2015).
Despite the importance and benefits of the mobile technologies and devices in context
to e-commerce, a number of issues has been found relevant. E-commerce sites do not
translate well on the mobile phones, as they are usually designed for the PC or laptop use. It
creates the problem or difficulty in the uploading or navigating. It further drives the
consumer to make use of other sites, which provide better experience. Part of the problems
or negative aspects of the use of mobile technologies, is the technical limitations or
complications ( Qasim & Abu-Shanab, 2016). The problem with this approach is the long-
term cost for the on-going maintenance of the service using the mobile applications.

MOBILE TECHNOLOGY 4
Some other common issues or negative aspects using mobile technologies include the
aspect of privacy of the business. It may act as threat to the privacy of the confidential
information or policies of the organisation. Therefore, in every business organisations, it is
not beneficial to rely on the mobile technologies for carrying out business. Furthermore,
many of the consumers or users from the less developed countries or regions lag behind in the
use of the mobile phones. This is observed as one major aspect or limitation from the use of
mobile technologies in the online trade. Therefore, businesses cannot wholly depend on these
mobile devices, apps or technologies to provide information related to the products or boost
up their sales (Linton & Solomon, 2017).
Additional issues in the access of products or services online using mobile
technologies may include manipulation and destruction. It may also consist copying of the
data by many unauthorized people (Taylor, 2016). Looking at other negatives from the use of
mobile approach or technology in the e-commerce, customisation affects the businesses.
These mobile apps or technology need customisation at every step as per the change or
enhancement in the technology. At every platform, they need development or modification
to enable the optimum experience to the customers or users (Aloysius et al., 2018).
Perhaps, the use of mobile technologies has been widely increases I context to the
firms operating with the use of e-commerce. These firms often believe that that they get
more leverage from their customers. It simplifies the shopping process of the customers from
the use of mobile technologies and help in increasing the sales. Thus, the impact of the
mobile technologies has been positive and led to a high rise in the profits of the companies in
varied sectors (Natarajan, Balasubramanian & Kasilingam, 2017). Thus, people prefer to
purchase products more from the online medium of mobile phones, due to the ease in their
shopping and payment process. It has further gave importance to the concept of mobile e-
commerce, which utilises the wireless mediums or devices such as hand-held computers, and
mobile phones. Mobile technology is shaping the relations of businesses amongst each other
i.e. B2B business and acts as major advantage for stronger collaborations. One of the most
important advantages of the use of mobile technology is safety (Chaffey, 2015).
It ensures safety at one’s personal aspect in ensuring customers easy availability of
products. However, mobile technologies or devices open up and lead to new opportunities for
the e-commerce companies (Izquierdo-Yusta, Olarte-Pascual & Reinares-Lara, 2015). It is
studied as the personal communication and the content is shaped, as it serves different

MOBILE TECHNOLOGY 5
purpose or meaning to the users. It provides customised and better experience as mobile
technologies or apps are inherently personal in nature. On the other hand, mobile
technologies are heading towards the advantage in terms of high ‘innovation’ and
advancement in their services to the customers or users (Yadav, R., Sharma & Tarhini, 2016).
Benefits of mobile application on Ecommerce
In the recent time, mobile application has provided the several benefits for
Ecommerce. Mobile applications have made the people more comfortable because in the
competitive world, it is not possible to reach the target client at different places on same time
(Yadav, Sharma & Tarhini, 2016). Therefore, mobile app has helped a lot in the competitive
world. In addition to this, it also provided the high speed as well as reliability. Several mobile
applications such as Facebook and Twitter have helped in a great way for Ecommerce.
Twitter helps in pushing the entire products on the online site that in turn helps to increase the
sales through several technologies and strategies. Twitter has also provided the several
opportunities in maintaining the marketing research for the evaluation of e-commerce sites.
Moreover, the feedback facility of the customers plays a beneficial role in maintaining the
regular improvement of the companies. It is true that Twitter plays an essential role in the
starting up of business for ensuring the brand awareness program. Face Book is another
essential platform for ensuring the e-commerce marketing. It has also become the significant
part in the daily life of people. Face Book provides several advantages in the context of E-
commerce. Firstly, it helps in promoting the products and businesses by creating the large
number of offers. Social sharing is also featured with the sites of e-commerce in the presence
of Face Boom option.
The major advantage attached with the mobile technology is the localization. With the
information of location, various location based applications can be used. By knowing the
location of user, it becomes easy through the mobile service to quickly notify the person. It is
also true that several services, information, and applications are currently available on the
internet. Single person uses mobile devices. Therefore, different users of the mobile
technology offer the various set of applications and services. Mobile application and services
can be personalized in order to provide the services and information properly to the specific
users.

MOBILE TECHNOLOGY 6
In today’s business world, both online as well as retail sales are crucial for retailers.
Half of the global internet traffic, states that 52% in the third quarter of 2018 generated from
the mobile devices. It is also true that through the implementation of mobile technology
strategies, it is possible to boost the e-commerce sales. From the figures, it if also found that
around 1.57 billion smartphone users were in the year 2014. With the emergence of mobile
technology, secure online payment system has been developed. Several payment options have
also evolved such as debit card and credit card payments, mobile wallets, net banking, EMI
payments and UPI payments. It also assists in getting the opportunity to target the custom
audience. In addition to this, based on the buyers preference, it is possible to deliver them
notifications and custom content. By ensuring the interactive user interface, it is also possible
to boost the sales. For example: uploading the high definition visuals such as videos, 360-
degree videos.
In addition to this, users tend to spend 116 minutes per day on the social media.
among them, about 61 per cent of the people use the social media on a smartphone.
Therefore, social media helps in allowing the entire users to browse as well as shop the
products without even leaving their social media account (Oliveira, Thomas, Baptista &
Campos, 2016).

MOBILE TECHNOLOGY 7
Conclusion
In the limelight of above discussion, it can be concluded that implementing or
adopting the mobile technology helps in improving the e-commerce business. It also helps in
gaining the competitive advantage to the firm. In addition to this, it is also found that in order
to keep the e-commerce company with the changing market trends; mobile phone has become
an essential aspect. In the recent time, mobile commerce has proved to be the essential tool in
taking the e-commerce to the masses. Mobile technologies have also helped in a great way to
open up the unique opportunities for the several e-commerce companies. The mobile
technology has also assisted in bringing the great degree of innovation by bringing the
various new features in the area of e-commerce. Due to this only, e-commerce is taking the
shape at unique times as well as at the right moment.

MOBILE TECHNOLOGY 8
References
Agrebi, S. & Jallais, J. (2015). Explain the intention to use smartphones for mobile
shopping. Journal of retailing and consumer services, 22, 16-23.
Aloysius, J. A., Hoehle, H., Goodarzi, S. & Venkatesh, V. (2018). Big data initiatives in
retail environments: Linking service process perceptions to shopping
outcomes. Annals of operations research, 270(1-2), 25-51.
Chaffey, D. (2015). Digital business and e-commerce management. London: Pearson
Education Limited.
Eastin, M. S., Brinson, N. H., Doorey, A. & Wilcox, G. (2016). Living in a big data world:
Predicting mobile commerce activity through privacy concerns. Computers in
Human Behavior, 58, 214-220.
Eastin, M. S., Brinson, N. H., Doorey, A., & Wilcox, G. (2016). Living in a big data world:
Predicting mobile commerce activity through privacy concerns. Computers in
Human Behavior, 58, 214-220.
Izquierdo-Yusta, A., Olarte-Pascual, C., & Reinares-Lara, E. (2015). Attitudes toward mobile
advertising among users versus non-users of the mobile Internet. Telematics
and Informatics, 32(2), 355-366.
Kang, J. Y. M., Mun, J. M., & Johnson, K. K. (2015). In-store mobile usage: Downloading
and usage intention toward mobile location-based retail apps. Computers in
Human Behavior, 46, 210-217.
Linton, J. D. & Solomon, G. T. (2017). Technology, Innovation, Entrepreneurship and The
Small Business—Technology and Innovation in Small Business. Journal of
Small Business Management, 55(2), 196-199.
Manser Payne, E., Peltier, J. W. & Barger, V. A. (2018). Mobile banking and AI-enabled
mobile banking: The differential effects of technological and non-
technological factors on digital natives’ perceptions and behaviour. Journal of
Research in Interactive Marketing, 12(3), 328-346.

MOBILE TECHNOLOGY 9
Natarajan, T., Balasubramanian, S. A. & Kasilingam, D. L. (2018). The moderating role of
device type and age of users on the intention to use mobile shopping
applications. Technology in Society, 53, 79-90.
Natarajan, T., Balasubramanian, S. A., & Kasilingam, D. L. (2017). Understanding the
intention to use mobile shopping applications and its influence on price
sensitivity. Journal of Retailing and Consumer Services, 37, 8-22.
Oliveira, T., Thomas, M., Baptista, G. & Campos, F. (2016). Mobile payment: Understanding
the determinants of customer adoption and intention to recommend the
technology. Computers in Human Behaviour, 61, 404-414.
Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment:
Understanding the determinants of customer adoption and intention to
recommend the technology. Computers in Human Behavior, 61, 404-414.
Qasim, H. & Abu-Shanab, E. (2016). Drivers of mobile payment acceptance: The impact of
network externalities. Information Systems Frontiers, 18(5), 1021-1034.
Taylor, E. (2016). Mobile payment technologies in retail: a review of potential benefits and
risks. International Journal of Retail & Distribution Management, 44(2), 159-
177.
Taylor, E. (2016). Mobile payment technologies in retail: a review of potential benefits and
risks. International Journal of Retail & Distribution Management, 44(2), 159-
177.
Yadav, R., Sharma, S. K. & Tarhini, A. (2016). A multi-analytical approach to understand
and predict the mobile commerce adoption. Journal of enterprise information
management, 29(2), 222-237.
Yadav, R., Sharma, S. K., & Tarhini, A. (2016). A multi-analytical approach to understand
and predict the mobile commerce adoption. Journal of enterprise information
management, 29(2), 222-237.