As the COVID-19 pandemic continues, retailers have pivoted to give consumers more choices via their mobile apps. Incognia examined multiple retailers, including Best Buy, Costco, Walmart and Target, for traits ranging from the number of clicks and fields required to complete transactions to the variety of payment and purchase options available to shoppers.
“The pandemic caused an influx of consumers to shop on their mobile phones, and top retailers responded by investing in their mCommerce apps. For retailers, the purchasing experience is critical to the customer experience,” André Ferraz, founder and CEO of Incognia, said in a statement. Ferraz added that the level of checkout friction “can easily make or break customer satisfaction and retention.”