August 2, 2010, 12:48 PM

E-commerce tech provider ChannelAdvisor adds m-commerce

Users of the company’s Premium Webstore can create mobile-optimized sites.

Lead Photo

Scot Wingo, president and CEO, ChannelAdvisor

Hot on the heels of Friday’s announcement by BigCommerce that it had introduced mobile commerce functionality with the latest version of its e-commerce platform, ChannelAdvisor Corp. is debuting an m-commerce offering that can transform merchants’ e-commerce sites into mobile sites.

ChannelAdvisor’s Mobile Webstore technology, available to clients using its Premium Webstore e-commerce platform, fully integrates with the e-commerce platform requiring no additional set-up or design. It is compatible with all mobile browsers on all major smartphones, the company says, allows mobile shoppers to log in to accounts and wish lists, provides a mobile-optimized shopping cart and checkout, and offers promotional support including coupon codes. Mobile Webstore costs $199 per month.

“A lot of our customers we help come off of eBay and they want to expand from an eBay presence. Mobile is getting some real traction in the eBay world and they are saying they’d like the ability to make sure their site is mobile-friendly,” says Scot Wingo, president and CEO. “Our new platform allows you to create a mobile store that is uniquely oriented toward these folks.”

In a test of the new technology, ChannelAdvisor client MusicFactoryDirect launched its m-commerce site several months ago and has already noticed mobile conversion increase over that of shoppers previously shopping the merchant’s e-commerce site on their smartphones, it says.

“Our customers are musicians, so they are constantly on the road and shopping from mobile devices.  Before we implemented Mobile Webstore, we had a mobile bounce rate that was astronomical,” says MusicFactoryDirect e-commerce manager Stephen Leitch. “Now our bounce rate is well below 50%, and we’re finding that mobile shoppers are serious buyers, spending 130% more time on the site.”

Mobile Webstore clients also can drive traffic to their m-commerce sites, ChannelAdvisor says, by sending product feeds through ChannelAdvisor to popular mobile product comparison apps including RedLaser and ShopSavvy. Using these apps, mobile shoppers can scan the bar code of any product and instantly receive a list of web stores that carry the product along with prices.

“If your product shows up on a mobile search, but a shopper can’t navigate your mobile site, you’re going to lose a sale,” Leitch says. “For us, having a mobile store not only differentiates us, it allows us to create an experience that can turn a shopper into a longtime customer.”

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