Welcome back, and it’s great to see you’re reading our articles on the world and e-commerce industry. Lately, we’ve been dealing with prophesying and reading from a crystal ball, half jokingly and half seriously. In reality, we’re pondering the direction of e-commerce development in 2024. In our previous article, we raised a very important issue related to customer service, which is key to customer loyalty and a make-or-break for e-commerce companies. We also tackled the issue of customer retention in online stores, all of which you can read about in the article: ‘How to Develop Relationships with Customers in E-commerce: New Approach in 2024. #3.’
Today, however, we’ll focus on two more elements that are noteworthy for their convenience and increasing use by the end customer. This includes the application of Mobile-first technology in relation to shopping through mobile devices, and the use of AI (artificial intelligence) in marketing.
The importance of Mobile-first strategy in mobile shopping.
What is Mobile-first? ‘Mobile-First’ is a design and development strategy, especially in the context of websites and mobile applications. This strategy involves prioritizing mobile devices during the design of a website or application. This means that the designer first creates a version for mobile devices, and only then adapts it to larger screens, such as tablets or desktop computers. This is a completely opposite approach to what was done before.
The size of the market based on mobile shopping.
It’s no wonder the assumption has changed. Currently, as much as 65% of consumers shop on a smartphone, with over half of them using mobile apps for this purpose. Mobile shopping is most often used by users aged 25-34, and every fifth respondent claims to shop exclusively in mobile apps. 75% of time people spend browsing apps. Clearly, this is an industry that should be taken into account. Ignoring this data may cause a given entrepreneur to fall out of the market.
Currently, we can say that the approach to the Mobile-first strategy in e-commerce is not just a trend, but a foundation on which marketing and sales strategies are based. Adapting to the preferences of customers, who spend most of their time with their smartphone ‘glued to their hand’, is a priority. It somewhat forces sellers involved in online commerce to properly prepare applications and online stores for such devices, so that they are convenient to use. Companies that successfully implement and develop the Mobile-first strategy in their companies will be the leaders of online commerce in the future.

Key principles of the mobile-first strategy are:
- Focus on the most important content: Since mobile device screens are smaller, it’s important to focus on the most essential elements of the site or application.
- Performance optimization: Websites and applications should be optimized to load quickly on mobile devices, which often have slower internet connections. Websites and applications that are not optimized for mobility can deter potential customers and lead to loss of sales.
- Intuitive navigation: The user interface should be responsive and intuitive, adapted to the touch operation typical of mobile devices.
- Flexibility: The design should be responsive, i.e., automatically adjust to different screen sizes. Customers expect a smooth and intuitive shopping experience on mobile devices.
- Integration with social media: Integration with mobile apps and social media is becoming increasingly important. Platforms such as Instagram or TikTok offer new opportunities for e-commerce, enabling direct purchases from the app.
This strategy has gained popularity with the increase in the use of mobile devices for browsing the internet, emphasizing the need to create mobile-friendly apps and stores so that users have the ease of ordering and buying products on a smartphone or tablet. For many customers, this is a new shopping experience.
As some market analysts emphasize, companies investing in online sales should be more interested in developing business in mobile apps. The e-commerce market must now be open to mobile devices, given that they surpass purchases made through desktop computers or laptops.
Benefits of mobile apps for e-commerce.
Who doesn’t carry a phone with them today? With few exceptions, everyone has a phone with them and practically never parts with it on a daily basis. Apps on the phone work faster than loading websites. Another additional advantage is informing the user through the phone using PUSH messages about new products, promotions, special offers, and the like. A message appears on the notification bar, and the user is informed by vibration or sound signal, which cannot be missed. This shows how easily you can reach the user practically immediately.
In this way, the informed customer shows greater activity and interest, as they always wonder, – ‘who wrote to me’, so they check and read the message. Every phone has geolocation, so the customer can receive the appropriate message on their phone depending on which zone or commercial facility they are in. In this way, you can influence customer behavior and in a sense direct them to purchases.
The role of technology and AI in marketing.
Using AI in personalizing offers and building relationships with customers
Technology and artificial intelligence (AI) are revolutionizing the way companies communicate with customers and personalize their offers. The use of AI enables the analysis of huge data sets, allowing a better understanding of consumer preferences and behaviors. As a result, companies can deliver more personalized and relevant offers that meet individual customer needs.
AI also allows for predicting future consumer needs based on their previous interactions, enabling more targeted and effective marketing campaigns. Additionally, AI tools such as chatbots or product recommendation systems significantly improve customer service quality, creating more engaging and satisfying experiences.
Let’s consider how AI can be used in personalizing offers and building customer relationships:
- Personalized offers: AI allows the analysis of large data sets, including purchase history, online behaviors, and customer preferences. As a result, companies can create personalized offers and product recommendations that are more accurate and meet individual customer needs.
- Automated communication: AI also supports the automation of communication with customers, for example through chatbots. These intelligent assistants can answer customer questions, help navigate the online store, or assist in the purchasing process, providing quick and efficient solutions.
- Building relationships: The use of AI in analyzing emotions and behaviors of customers allows for a better understanding of their needs and preferences, translating into stronger and more engaged relationships.
The future of marketing tools supported by AI
The future of AI-supported marketing seems to be full of promising possibilities. On the one hand, these technologies have the potential to further increase personalization of customer experiences, which is key to building long-term relationships and loyalty. On the other hand, AI opens the way to the automation of many marketing processes, which can significantly increase efficiency and reduce the costs of running campaigns.
Additionally, the continuous development of AI technologies, such as machine learning and natural language processing, promises even more advanced tools that will be able to better understand and predict customer needs. All this together can radically change the face of the marketing industry, making it more customer-oriented and more efficient. Here are just a few examples of applications:
- Advanced predictive analytics: In the future, AI will be increasingly used for predictive analysis. This will allow companies to predict shopping trends, optimize inventory levels, and more effectively plan marketing campaigns.
- Campaign advertising optimization: AI can also automatically optimize advertising campaigns, using machine learning to adjust ads in real time based on user reactions and behaviors.
- Development of voice interfaces: The development of voice technologies, such as voice assistants, will create new opportunities for interactive marketing and e-commerce shopping, opening another communication channel with customers.
Summary of the article: How mobile first and AI technology shape commerce in 2024. #4
In summary, both mobility and AI are no longer just additions to e-commerce strategies, but key factors determining success in the industry. Companies that successfully integrate these technologies into their strategies will be able to better respond to the needs and expectations of modern consumers, strengthening their market position.
The first pillar, mobility, reflects the growing popularity of shopping on mobile devices. The Mobile-first strategy, which was once a novelty, has now become a standard. E-commerce companies that successfully implement and develop the Mobile-first strategy will be market leaders. Key aspects such as performance optimization, intuitive navigation, and integration with social media are essential for success in a world dominated by mobile devices.
The second pillar is the use of AI in marketing. AI is revolutionizing the way companies communicate with customers, offering personalization at an unprecedented level. Tools such as chatbots and product recommendation systems significantly improve customer service quality, creating more engaging and satisfying experiences. The future of AI-supported marketing tools promises even greater personalization, automation, and efficiency