Online shopping might seem like a breeze, but inefficient brand adoption has made it cumbersome and inconvenient. Over a quarter of US online shoppers in 2017 admitted to abandoning an online order because of an overly involved checkout process, highlighting just one of the many reasons why brands should consider committing to mobile fully, or not at all.

L2’s luxury customer serviceĀ report makes clear the benefits of focusing on online customer service, particularly on mobile. Raymond Weil, which launched direct-to-consumer e-commerce in the second half of 2017 and has no brand-dedicated stores, prioritizes customer service. Its site features a best-in-class live chat offering that prompts users for their email address, allowing the brand to follow up on outstanding questions and add new customers to its CRM database.

Expedited payment options and single-page checkout can also help reduce friction, especially on mobile. While over four in five brands in L2’s study offer expedited payment options on desktop, fewer than half of brands support single-page checkout, with even fewer offering a streamlined checkout process on mobile. Giuseppe Zanotti, however, offers a best-in-class checkout experience, leveraging expedited payment options and single-page checkout on both desktop and mobile to facilitate seamless conversion. The brand also provides a click-to-call button on its mobile site so that users don’t have to dial a number to reach a customer service representative.

Mobile adoption, when done correctly, can be a viable strategy for brands with weak store networks. But until brands adopt the the features needed to bolster ease and accessibility in communication and purchase online, full carts will continue to be abandoned.

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