Mobile Commerce & Your Global Footprint in 2014

By Shane P. Russo


Mobile devices like smartphones and tablets have changed the course of all aspects of daily life, including entertainment, communication, and especially business. Mobile apps can be a great way to target and reach consumers in countries all over the planet, and having a sound mobile strategy can be an excellent step to launching a global campaign.

As more and more businesses are turning to mobile marketing as a launchpad for expansion in other countries and across oceans, it is becoming increasingly important to have a strategy in place for commerce on mobile devices.


The Importance of a Handheld Storefront

Having an online store is something that has become a virtual necessity for most businesses, allowing customers to make purchases and view available products and services no matter what time of day it is or where customers are located.

Taking that same concept and adapting it to the mobile market creates even more accessibility across more platforms and in more locations. Mobile commerce is booming in countries around the world, and making your business available to all of these new customers, no matter where they live, is a great way to make your brand visible to anybody who might be interested.

Before Expanding Abroad, Expand Online

As important as global presence is, it can also be a very costly and resource-intensive process. Setting up operations locally in a different country requires an increase in overhead, taxes, workforce, marketing– virtually any kind of expense you can think of.

Having a global digital presence provides all of the benefits of overseas expansion with a significantly smaller cost. The same principle applies to having a mobile presence: you get all of the perks of having an online international storefront, and just make it simpler and more accessible to people to use on handheld devices from any location.

It will take time and planning to pull it off, just like anything else, but customers will be more likely to interact with your brand if you have a mobile app sitting in wait in their pocket.


Ditch “Slow Seasons” With International Focus

As anyone based in America knows, there’s the Black Friday holiday rush right after Thanksgiving, and then there’s the rest of the year. Having only one massive sales target for the whole year can make product launches and marketing campaigns heavily eschewed to only one part of the year.

With a more global outlook on sales, launches can be coordinated to any number of busy shopping seasons in any country that you do business. Many of these busy seasons still tend to fall toward the end of the calendar year, but having active business in multiple countries can help defend your bottom line against slow economic conditions in your country of origin.


Just Because It’s Simple Doesn’t Make It Easy

Mobile apps and marketplaces will make it easier than ever for a business to get connected to customers no matter where they live. This will make for a more robust, varied marketplace that can allow many different approaches and values to flourish and co-exist.

However, just because you can set up an international business from the start without the kind of money that corporations required in the past to expand internationally, it doesn’t mean that you can just set up an online storefront and begin collecting free money.

Every company should consider where it can make the most profit market-wise and be careful not to outgrow itself. The process is certainly easier and more accelerated, but there will always be risks involved in expanding a company beyond its current size.



Shane P. Russo is a writer with a passion for the marketing industry. He also contributes to’s blog, which covers unified business communications, virtual offices, and technology. 

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