Shaken & Stirred - Influential Brand Profiling and Positioning

As mobile sales overtake desktop, e-tailers must not ignore the lure of the small screen

Following hard on the heels of the news from IMRG that sales on mobile devices (smartphones and tablets) accounted for 51% of the e-commerce market for the first time, the global e-commerce delivery specialist Fastlane International has urged start-ups and SME web retailers to get smart about the switch to smartphones.

Says Fastlane’s Head of Consumer Research, David Jinks MILT: ‘Many of Fastlane’s customers are e-commerce sites delivering to the UK and overseas – and we’ve seen by the ever-increasing number of deliveries that it’s a fast-growing market. But we urge e-tailers of all sizes that have yet to make the change to responsive site designs to make the move, or be left behind. They can’t ignore the lure of the Small Screen.’

Consumers that used to simply research items on mobiles, before buying from their PCs or laptops, are increasingly confident in the security and functionality of their devices. Sites that don’t display well on mobiles or lose functionality will miss out to those geared towards customers increasingly on the move.

And Fastlane @FastLaneInt is practicing what it preaches. This spring it is launching its new responsive site; simple to use and ideal for mobile devices. Says David: ‘Booking a parcel pick-up is just as likely to be done on the go these days as any other web transaction. As Fastlane moves into its third decade it’s able to combine the experience of 30 years delivering to the UK and overseas, with the latest developments in technology.’

Concludes David: ‘It’s important that all companies, from the smallest marketplace trader to expensive online boutiques, follow suit and don’t miss out on this latest switch in consumer patterns.’

For more details about how the world of e-fulfilment has developed over the last 30 years and what we can expect in the future see: click here