Deliver value for a better B2C experience
Pinpoint What to Include in the B2C App
A fundamental aspect of an omnichannel experience is having a cross-platform compatible mobile application that uses the same set of data and resources as the marketplace eCommerce platform website.
Usually, this can be paired down to the base functionality and then incrementally scaled up over time. This is because the users may only need 20 percent of the functionality to meet 80 to 90 percent of their needs.
As you’re building your marketplace mobile B2C experience and omnichannel experience, it’s best to spend time talking with the actual users, looking at competitor sites and their associated apps, and work to be at least a few notches above the competition where it counts.
If you talk with your end customers with different constituents about what their needs are, you may end up being surprised that a lot of the competitors out there offer fluff that is convoluting the offering and even diluting it because there’s too much unused distraction within their B2C apps.
So keep in mind that you’re delivering value to the end users, both the buyers and the sellers. For a mobile app especially, you want to make sure you’re delivering a lot of value to the buyers, because a huge aspect of any marketplace (especially a consumer-facing one) is convenience.
It needs to be easy for buyers to complete purchases, search for products, log in, find items in their cart, see product details, etc., whether they are on desktop or their tablet, or even if they go to the physical store and add in-store items to a list.
It gives a huge boost to the marketplace’s performance when you have a standardized set of data for their account that allows them to look at the same things on the desktop website and on a mobile application. It should be a seamless transition between any device they might use, with everything syncing correctly.
It’s also convenient to be able to scan items and access bar codes since this is helpful for reordering and returning items in a store or if they need to ship something back. It’s also best if the end user can receive notifications through the mobile app, and as text messages if they opt into it.
Then they can be notified if something that they’re waiting for is in stock again, or if there’s something time sensitive, like with some forms of bidding. Being able to directly interact with the mobile device helps the consumer continue to engage with your marketplace.
Ultimately, you can start with more limited functionality that focuses on the most important aspects of the end user’s journey, and then develop the B2C app further so that it encompasses the entire functionality of the website. As you develop, it’s important to keep thinking about what’s going to add value for the end users.