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The smartphone will become the main location for e-commerce

The share of mobile telephone use has grown from 14% in 2016 to 29% in 2018, surpassing the desktop computer and almost reaching the current leader, the laptop computer.
According to the annual Cross-Border Shopper Survey conducted by the International Post Corporation, the smartphone is becoming the main tool for online shopping next to laptops.
According to Omniva parcel business head Andre Veskimeister this means that e-merchants and suppliers alike must put more and more emphasis on making purchases and receiving items as convenient as possible via telephone, too.
“The mobile telephone is here to stay, and e-commerce needs to also consider this across its entire value chain. Purchasing, paying and parcel delivery must move to the mobile phone and the one who manages this transition in the most convenient and client-friendly manner is the winner,” Veskimeister said.
“In 1995, when it first became possible to send a text message via mobile telephone, the media held serious discussions about who would be the oddballs who would want to send text using a phone. At the beginning of this millennium, again a rhetorical question about who in their right mind would need to use their phone for going online was posed when the mobile internet took its first humble steps. Now these comments seem funny and regressive, but we keep seeing the same situation with regards to buying via smartphone,” Veskimeister added.

Parcel mobility in smartphone
According to Veskimeister, well-functioning logistics are needed to support successful e-commerce. “A person who makes a purchase also wants to receive their things. Even more – they want to be able to see constantly, in real time if possible, where their parcel is at any given moment and most of all, naturally, be informed about when the parcel will reach them,” Veskimeister said.
For a logistics company, this also means that all tracking systems must be conveniently usable via smartphone. “The client also needs to have the option to say, using their phone, whether the estimated delivery time and place are suitable, and it must additionally be possible to change the said conditions in the very same application,” Veskimeister added.
This year, Omniva focussed on improving the work processes of the logistics centre and raising the parcel service quality. Thanks to several developments in information systems and getting the logistics centre up and running, the company has lifted its service quality to the highest level yet.
According to Veskimeister, Omniva’s priority for the next year is updating the e-service environment both for business and private clients. “We plan to make navigating between different services easier for the client and preparing shipments more convenient and faster. All this primarily in the smartphone. We are launching the new shipment preparing application in beta and the private client preference database this year,” Veskimeister confirmed.
The company’s parcel machine service, NPS, was a record 71% in August, which means that seven people out of ten would recommend the same service to a friend. As we are nearing the holiday season, Omniva encourages all our clients not to leave ordering their Christmas presents to the last minute.


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Pallasti 28, 10001 Tallinn, e-mail: info@omniva.ee Customer information: 661 6616