Improving the checkout experience and accepting alternative payments will be a key focal point of many retailers’ investment in online infrastructure, according to the results of a Forrester Research survey commissioned by Shop.org, the digital retail division of the National Retail Federation.
According to the results of the annual “State of Retailing Online” survey, 51% of retailers said site optimization, with a focus on the payments experience, is their top priority in 2013. These capabilities are expected to complement existing and ongoing investment in mobile technology.
“While direct mobile commerce is still small, mobile services are now an established and significant part of the shopping experience,” said Shop.org Executive Director Vicki Cantrell in a statement. “Retailers this year are smartly investing to create a holistic customer experience across stores, desktop and mobile to improve conversion rates, grow crucial repeat customer business and even capture their share of customer demand from international markets.”
The survey results were gleaned from the responses of 62 online merchants and showed that 43% of these companies plan to make engagement with mobile and tablet devices among their top three priorities. In addition, 27% of respondents say they plan to focus on website redesigns, including new or improved mobile-optimized websites.