Most people now have their phones at hand. So it’s not surprising that mobile commerce has become a popular sales channel in France and throughout the world. This article explores the key aspects of mobile commerce, or “m-commerce.” We define it, explain how it works, its pros and cons, and how to get started.

What’s in this article?

• What is m-commerce?
  
• How does mobile commerce work?
  
• What is the difference between m-commerce and ecommerce?
  
• The m-commerce boom in France
  
• The pros of mobile commerce for businesses
  
• The cons of mobile commerce
  
• Getting started in m-commerce
  
• How Stripe Checkout can help
  

What is m-commerce?

The abbreviation for “mobile commerce,” m-commerce is any commercial transaction (buying or selling) on a smartphone, tablet, or smartwatch. This model simplifies the shopping journey: people research products and services online, compare offers on different sites, receive marketing campaigns by email or directly in apps, and place orders on their wireless devices. Mobile purchases are now a reflex for many customers—they expect to buy any time, anywhere.

How does mobile commerce work?

Usually, mobile commerce takes place on websites that have been designed for mobile devices or through dedicated applications. These intuitive interfaces let users easily research products and services and add items to their shopping carts.

Access to mobile payments makes purchases straightforward, practical, and immediate. Shoppers can either pay using their digital wallet, such as Google Pay or Apple Pay, or enter their card information directly on the checkout page.

Some brands provide a virtual loyalty card to simplify checkout. After adding it to a digital wallet, buyers can place orders in just a few clicks. Companies can also sell goods and services through marketplaces, such as Amazon’s or Alibaba’s, which have their own websites and mobile apps.

The social media boom has also contributed to the exponential growth of m-commerce in France. By adopting a sales strategy for platforms such as Instagram, Facebook, and TikTok, businesses can encourage customers to buy directly in these third-party apps.

What is the difference between m-commerce and ecommerce?

M-commerce is part of ecommerce. Ecommerce covers buying on the internet—on a smartphone, computer, or other hardware. M-commerce refers specifically to purchases being made on mobile devices.

The m-commerce boom in France

Smartphones have radically transformed how people shop online. Orange Pro reports that 75% of today’s internet traffic comes from phones and tablets equipped with cutting-edge technology. EDC Paris Business School notes that m-commerce sales in France reached €61 billion in 2023. These figures show the need for companies, regardless of size or legal form, to shape their commercial strategies for on-the-go use, enabling them to adapt to emerging market trends.

The pros of mobile commerce for businesses

Mobile commerce brings many advantages for companies, including the following:

• A sales experience that is accessible, fast, straightforward, and customizable
  
• A broader audience (you are able to meet the needs of those who want to shop on a mobile device while also gaining access to new international markets)
  
• Increased sales, since customers can buy anytime, anywhere
  
• A secure payment processing system
  
• The option to integrate loyalty programs, push notifications, and promotional campaigns (not just as a sales channel but also a way to communicate)
  
• The potential to create a multichannel marketing strategy by integrating social media
  
• Data analysis that helps deliver a highly customized buying experience
  
• A way to encourage customer loyalty
  

The cons of mobile payments

There are, however, several challenges associated with mobile purchases, particularly related to security and tech:

• Security: Commerce conducted on mobile devices is not without risk. It’s important to use a comprehensive fraud detection and prevention system. It’s also fundamental to protect buyer data.
  
• Adoption: Users who are slow to change their purchasing habits need to be convinced that m-commerce is a trustworthy option.
  
• Competition: Thousands of sites and mobile apps exist in the marketplace. That means that it’s key to develop an efficient SEO strategy to differentiate your brand from the competition.
  
• Digital divide and dependence on technology: Some people do not yet use a smartphone or tablet. In addition, technical and connection problems pose a significant challenge for companies. As a result, it’s important to have a responsive help desk and efficient tech support.
  
• Initial investment: To get started in m-commerce, you need first to develop an application or a website that has been designed for mobile devices.
  

Getting started in m-commerce

Here are several strategies for profitable m-commerce:

• Upgrade your site for mobile devices. Either build a responsive version that is compatible with various screen sizes or develop a new version focused on handhelds.
  
• If possible, develop a phone app for your brand (according to Orange Pro, navigating within an app is 1.5 times faster than on an adapted website).
  
• Simplify checkout by removing optional steps. Add a search engine to improve site and app navigation, and let customers make purchases without creating an account. You can also provide buyers with forms that automatically fill in the correct data, several payment methods (such as buy now, pay later and installment options), and advanced fraud and keying error detection tools.
  
• Personalize the journey with information from search and order history. You can also make recommendations that encourage repeat purchases.
  
• Secure mobile payments with a certified payment provider.
  
• Create a high-quality customer service experience and dependable tech support to be able to solve users’ problems.
  
• Use social media, push notifications, and targeted marketing campaigns to communicate offerings to buyers better.
  

How Stripe Checkout can help

Stripe Checkout is a fully customizable prebuilt payment form that makes it straightforward for you to accept payments on your website or application.

Checkout can help you:

• Increase conversion: Checkout’s mobile-optimized design and one-click checkout flow make it simple for customers to input and reuse their payment information.
  
• Reduce development time: Embed Checkout directly into your site, or direct customers to a Stripe-hosted page, with just a few lines of code.
  
• Improve security: Checkout handles sensitive card data, simplifying PCI compliance.
  
• Expand globally: Localize pricing in 100+ currencies with Adaptive Pricing, which supports 30+ languages and dynamically displays the payment methods most likely to improve conversion.
  
• Use advanced features: Integrate Checkout with other Stripe products, such as Billing for subscriptions, Radar for fraud prevention, and more.
  
• Maintain control: Fully customize the checkout experience, including saving payment methods and setting up post-purchase actions.
  

Learn more about how Checkout can optimize your payment flow, or get started today.