And the number of mobile shoppers may even be exaggerated
Here at GoMo Towers we’ve just had a very interesting chat with Julian Wallis who heads up the UK bit of e-commerce specialist -Ogone. The company has just finished doing a bit of data mining on its e-commerce data over the Xmas period. This has thrown up some interesting insights into the true state of online purchasing. Our personal favourite is that the hype behind Cyber Monday [December 2nd] is definitely exaggerated. In fact, in the UK for example, the big day for Ogone wasn’t the Monday at all. It was Cyber Wednesday – December 4th. We’ve also had an enlightening discussion about the true extent of ‘mobile’ commerce versus desktop commerce.
The results of Ogone’s report showed that December 2nd (the Monday) wasn’t Ogone’s busiest day in the UK for e-commerce transactions at all – it happened two days later.
In fact, across Europe as a whole the biggest day for e-commerce was actually December 16th. That’s a Monday two weeks after industry pundits would have us believe was acutally a make or break day for merchants.
The next revelation was that figures for m-commerce might be overstated by the online commerce industry as a whole.
Ogone, for example, came up for a figure for “mobile” consisting of some 13.5 per cent of e-commerce transactions over Ogone’s payment platform in December.
That figure is derived from adding 4.5 per cent of all transactions coming from smartphones added to the 9 per cent coming from tablets.
But Wallis agreed with GoMo News. It’s no longer safe to assume that all tablet users are genuinely mobile. Many tablets now are purchased as desktop/laptop replacements.
Wallis also feels that in many circumstances, online shoppers want to be able to see the product properly before purchasing. So smartphone and tablet screens aren’t big enough for this.
But it depends on the product offered as to how many e-commerce transactions are generated by mobile users. If you take an application were users are genuinely mobile then location plays a big part in the whole process.
So for a Ogone client such as Just Eat where users order a takeaway meal, more of the purchases are likely to be generated by mobile users.
Wallis also revealed that Ogone’s clients are now moving towards in-app purchasing which is where consumers don’t have to switch a secure browser session to make a purchase.
Instead they stay within the app for the whole purchasing experience.
Ogone’s Xmas data mining was actually confined to territories where the event is widely celebrated – such as Europe and the USA.
However, he confessed that Ogone is actually a major player in the Indian marketplace, too. “And there mobile is far more important because fewer people have PCs,” Wallis observed.
Ogone is the second largest e-commerce payment processor in India – a status it achieved partly by buying India’s EBS. Pretty good going for a firm which started out in Belgium (not Denmark).
Local knowledge is everything and Wallis revealed that Ogone is able to support no fewer than 30 means of online purchasing in the Indian market.
Somehow, GoMo News feels we are going to hear a lot more about Ogone in the future.