The ecommerce and retail industries have seen a close relationship between consumers and mobile devices develop in recent years. As we move forward, it becomes clear that mobile messaging is opening an unprecedented number of engagement opportunities before businesses. Going past the transactional aspect of it, the strategic use of diverse messaging channels is becoming essential in enhancing customer experience and strengthening brand loyalty.
From the ubiquitous SMS everybody is familiar with, delivering order confirmations and promo offers, to the rich and interactive world of RCS and OTT apps, brands are slated to craft engaging dialogues that align with customer expectations. In this new era, mobile messaging isn’t just a communication tool but a powerful and indispensable force shaping the very fabric of the greater ecommerce journey.
Mobile rises to the top in ecommerce
Consumers worldwide are fueling e-commerce growth through mobile devices, with phones and tablets playing an increasingly important role in acquiring goods and services. In 2023, mobile ecommerce sales hit $2.17 trillion, making up 60% of the global total in the niche. Through 2024, these numbers are expected to grow to $3.44 trillion and 62% respectively, as consumers increasingly prioritize the convenience of mobile shopping. The trend picking up the pace leaves little doubt as to the essential role handheld devices play in online sales.
Major mobile messaging movers in 2024
The sales don’t just happen on their own. Businesses make focused efforts to communicate their offers using a slew of channels. Going forward, various mobile messaging channels which serve to enhance communication, get customers more engaged with the brand, and make the entire user experience more exciting will remain at the forefront of drawing prospective and existing customers into the sales funnel.
SMS remains indispensable for global reach, powering order confirmations, shipping updates, and promotions. The A2P SMS revenue is projected to reach $57 billion in 2024, hardly a segment you can ignore.
RCS(Rich Communication Services) are expected to surpass 1 billion users in 2024 for the first time. The channel is a major upgrade in terms of business communication, allowing for two-way dialog, clickable links, images, and videos, all within the mobile phones’ built-in messaging apps.
OTT(Over The Top) apps like WhatsApp, Facebook Messenger, and Telegram allow for the coveted personalized communication, often augmented by chatbots for real-time interaction.
Mobile messaging stands impossible to ignore
Mobile ecommerce’s surge highlights the essential role of the communication brands run. Implementing diverse messaging channels enhances customer experience, drives engagement, fosters loyalty, helps retention, and boosts sales.
In the ecommerce sector, Emails are showing a very respectable 36% open rate, while SMS go through the roof with 98%! The ubiquity of mobile messaging has ingrained customer expectations for brand proficiency in this domain.As individuals navigate the customer journey, the adept use of messaging channels not only streamlines the path to purchase, but also aligns seamlessly with people’s familiarity and expectations, creating a more gratifying shopping experience.
