Last year, Las Vegas-based Zappos released an update update to its app for Apple’s iOS which improves a mobile shopper’s control over his online account.
The Amazon.com subsidiary announced on its website: “In addition to being able to modify saved billing information and saved shipping address information, users can also modify their account password. We’ve also added the ability to set a primary billing information and shipping address for faster checkout.”
The Internet retailer has seen increased sales from mobile shoppers and tailors recommended products based on a shopper’s purchasing history. “We’ve always considered the detailed order history within Zappos mobile apps a key differentiator . . . . We put a cherry on top with 2.9.0 by adding product images to order numbers on the order history page so it’s easy to tell which order is which. Tap the product image to see the other items in the order.”
Other mobile features include:
- Detection of out-of-stock items prior to checkout process
- Notification of when Zappos has an item in stock
- Streamlined product category
- Enhanced filtering search
- User’s selection of fun animation while shopping
According to comScore, the amount of time consumers spent with online retail jumped 104 percent to 34.9 billion minutes in February 2013 compared with just 17.1 billion minutes in February 2010. Mobile devices accounted for a large portion of the increase. In March 2013, 52 percent of time spent with online retail was on a desktop, 34 percent on a smartphone, and 14 percent on a tablet.
Zappos’ move to streamline its mobile shopping experience will likely be followed by other online retailers. Smartphones and tablets have unique sizes and offer a different user experience than shopping on a pc or laptop. Thus, websites are having to tailor their presentation based on smaller and more dynamic dimensions.
Online shopping is also moving towards curated, niche portals. Sweet Couch, which targets Asian and Indian buyers, has recently created a mobile portal and seen increases in revenue from shoppers using Android and Apple devices.