31% of UK shoppers pay more if m-commerce experience improves

Online retailers can sell more to consumers who shop with their smartphone. The most important thing to do would be to improve the shopping experience via the mobile app. In the United Kingdom, up to 31 percent of the online shoppers are willing to pay more if apps provide a good m-commerce. This is the main conclusion from a report called "The Mobile Payment Journey", by Worldpay after a survey among more than 16,000 consumers in ten different countries.

Another interesting finding is that British consumers generally have just seven apps downloaded on their smartphone, while the global average is 10. However, 37 percent of UK consumers prefer to shop via the mobile browser over a mobile app, which is higher than in any other country. This is likely because apps can use a great update.

“The m-commerce market in the UK is one of the fastest growing in the world, but it’s also among the most demanding”, says Shane Happach, Head of Global E-commerce at Worldpay. “Consumers are reluctant to download new apps, and quick to ax those that don’t prove valuable, meaning it’s no longer enough for brands to develop an app for purely functional purposes”.

As the researchers concluded, the number one reason for shopping cart abandonment on smartphones in the UK is a long checkout process. It is a great reminder that merchants need to improve their smartphone technology to create a faster, friction-free user experience.