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A Mobile Retail Quagmire: The Checkout

Written by Evan Schuman and Fred J. Aun
August 13th, 2009
Nothing will kill a potential Mobile Commerce customer's enthusiasm faster than an onerous checkout process. But retailers have to balance security versus convenience in a way that is radically different from E-Commerce.

Going through the ritual of filling out shipping and payment forms on a regular E-Commerce site is annoying enough, but being forced to do that same dance on a mobile device can be downright cruel. But a true M-Commerce site must allow visitors to not only find products with their mobile devices but to also buy them. That forces retailers to choose from among four not-especially-attractive checkout options.

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Posted in E-Commerce, IT Strategy/Industry, Mobile/Wireless/Contactless, Payment Systems, Premium Content, Security/Fraud
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