One solution could be - getting a mobile responsive website (MRW). As people will continue to browse and absorb information using mobile devices due to its round the clock access but the eventual purchase will have disproportionately higher conversion rate.

Brands cannot ignore responsive sites which work on all screen sizes, this has been proven by the recent initiatives to go “mobile only” that have had mixed response. An MRW is a website which ‘responds’ to the device (available features and screen size, primarily) it is accessed from. With high speed mobile internet available across the country today, businesses should not discount the power of mobile to drive sales by reaching out to consumers in the tier 2 and 3 cities.

A website can be accessed on any internet enabled device, however, this doesn't mean that the sites are DEVICE FRIENDLY. Websites are designed on the layout, or the space available. Since most of the traffic came from computers, it was natural for businesses to build sites for computers. Now though, the tide has changed, there is significant and constant increase in mobile internet traffic. A website built for the computers does not render a good user experience, the user will have to scroll left and right a lot.

Hence owning a mobile responsive website is a must for your ecommerce business. These are the six points to help you understand this concept further:

1. Wider Audience Reach

Whether they love them or hate them, people cannot do without mobile phones. That works for you, as it’s an access point to your consumers devices. After growing at 76% in 2015, mobile users in India are expected to reach a staggering 371 million in 2016 (as reported by IAMAI here). A report on Business standard states that on Google the number of mobile phone searches surpass the number of desktop searches by about 50% in India.

India is the fastest growing mobile market in the world. Setting up a MRW doesn't entail technical challenges. It can be done with just choosing a responsive website template for your existing site.

2. M-commerce dominating the eCommerce market
Mobile lets consumers grab the deal on the go, be in office, home or while travelling.  Reports say that almost 41% of India’s ecommerce sales is via Mobile. Another report by consulting firm Zinnov estimated that India’s market for mobile commerce was worth $2 billion in 2014 and is estimated to grow up to $19 billion by 2019.

 3.  Be in sync with Google’s Mobile Search Algorithm
Google and other search engines design user experience to be one of the top priorities while deciding whether to list you as one of the top results in a mobile search, and even whether to display your business’ name at all. Google recommends here that you make your website mobile friendly, and even allows you to take its ‘Mobile Friendly Test’ to assess whether it considers your website to be, well, mobile friendly. Added advantage? Having a MRW over mobile app means you have to manage one website and one SEO campaign. It’s that simple.

4. Great User Experience
A bad user experience can cause you loss of potential customers and many of them share the experience with people around them, this generates bad publicity, and rightly so. The stats in the chart below clearly depicts the potential loss of bad mobile experience.

Increased flexibility and accessibility of your content to the users has become a world standard today. The fact that the content and features remain the same across devices means that your consumers will grow to love you over your competition, as they will know that they will not lose out on searches conducted for products or that what they have “added to cart” on their phones can be later accessed on the laptop without having to go through thousands of products again.

5. Dealing With Competition
Having a MRW allows you to offer your consumers a consistently fantastic and uninterrupted user experience, across devices. MRW’s load faster, keeping the users engaged and giving them what they want, exactly when they want it. Tools such as Google Analytics will take care of responsive reporting for you, letting you know and track on one website what is working for your business and what isn’t, making you more aware of what you need to change or tweak to get the results that you yearn for. Needless to say, all of this gives you a fantastic edge over your competitors.         

6. Cost Effective
MRW is cost effective, because it allows you to maintain a single website to cater to consumers on all devices. The alternative is to build a mobile app (which is very expensive), and it's maintenance also increases your overheads. An MRW allows one team to maintain, while the content is delivered with top notch user experience across all devices.

Your deployment cost, maintenance cost, testing cost and even PPC (pay per click advertising campaigns) campaigns will all be lighter on the pocket as compared to having multiple websites or a mobile app and websites.           

Understanding the significance of mobile responsiveness is not enough, until it is implemented. And to make your presence just a thumb away from your prospects the least which small retailers can do is choose a mobile responsive website as the popular marketplaces cater to mobile users through their mobile apps. Purple Stores, a SaaS based eCommerce platform understands this and thus helps businesses go online making sure that all their web themes are device friendly.