StoreHippo, an online platform that helps retailers create their own mobile e-commerce websites with the most advanced technology stack, in a survey has found that a mobile site or app is a must for any online business.

According to the open survey, where about 120 companies responded on various social networking sites, an increasing penetration of smartphones, tablets, and mobile devices, along with better broadband connectivity were creating a demand for mobile apps.

About 78 per cent of respondents felt that retailers who create websites optimised for mobile devices, and better still, retailers who create mobile apps for their online store, are likely to succeed in their business venture.

Rajiv Kumar, CEO and founder of StoreHippo said, “The year 2015 will herald the boom of m-commerce, increased Internet penetration in tier-2 and 3 cities along with a dynamic shift in the Indian shopping behaviour with respect to mobiles devices. Online entrepreneurs will increasingly depend on m-commerce to tap their customers and StoreHippo will effectively cater to this growing trend by offering truly mobile ready sites and mobile apps.”

Mobile sites and apps enable retailers to expand their reach to customers on the move, he added.

The survey further added that only 22 per cent of the online retailers surveyed were not yet ready to launch their mobile sites or mobile apps.

These respondents felt that creating a mobile site which also adapts to laptops and desktops requires the site content to be redesigned in order to make it easily accessible, fast-loading, and readable across all devices, and this adds to costs for the company.

A mobile-enabled website also requires the customer to have a reliable Internet connection in order to see enlarged product photos and videos on their mobile devices.

93 per cent of the respondents positively felt that having an online store today is of utmost importance as it helps retailers reach a large number of people from different geographical locations and convert them into customers.

The survey said 70 per cent of retailers preferred to sell general products and services (horizontal marketplace) rather than selling only a specialised product or service (vertical marketplace). Horizontal marketplaces cater to the diverse needs of the people and thus attract more web traffic.

According to a report by the Internet & Mobile Association of India (IAMAI) and IMRB International, the total number of mobile Internet users in India is expected to reach 213 million by June 2015. The figure stood at 173 million at the end of December 2014.

Buying and paying for goods or services via mobile phones is growing incredibly fast in many nooks and corners of the country. The value of such transactions leaped from Rs 7,800 crore to Rs 36,000 crore between FY13 and FY14, according to Forrester Research. These transactions were carried out through m-wallets, mobile banking and interbank mobile payment services. Companies have realised the enormous potential of mobile commerce to connect with their customers.

Many of them are engaging in a 'mobile first' strategy, where products and services are first made available through mobiles before they find their way into other conventional marketing channels.

The survey also pointed to the fact that retailers who do not yet have an online store, plan to go online as soon as possible. This shows that online stores are gaining traction and people plan to have an online store at the earliest possible to be successful.

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