Mobile e-commerce optimization: complete guide for more conversion
In 2025, mobile optimization for e-commerce is no longer a luxury, it is a matter of survival. With 75% of retail website traffic in Belgium and the Netherlands coming from mobile devices, and more than 66% of all e-commerce purchases expected to take place via mobile devices by 2028, your online success depends on a strong mobile strategy.
- Mobile dominance: 75% of retail traffic via mobile, 66% of e-commerce purchases by 2028
- Conversion gap: Smartphones 2.3% vs desktop 3.9% - huge optimization opportunities
- Core Web Vitals: LCP under 2.5s, FID under 100ms, CLS under 0.1 for SEO and UX
- Checkout criticism: 85% cart abandonment on mobile - streamlining and mobile payments are essential
- Future technologies: PWAs, AR, 5G, and AI personalization are transforming mobile commerce
Belgian consumers spent €16.3 billion on online purchases in 2023 (11% growth), while Dutch consumers spent €17.5 billion on online retail in the first half of 2024 alone. This growth is driven by mobile devices.
This article offers a complete guide for optimizing your webshop for mobile devices. You'll learn how to increase your mobile conversion rate, why responsive design is crucial for SEO, and what concrete steps you can take today to stay ahead of your competitors with a mobile-friendly webshop.
Why mobile optimization is critical in 2025
The numbers don't lie
The mobile revolution is no longer a thing of the future. Recent figures show that Dutch consumers spent €17.5 billion on online retail in the first half of 2024 alone, an increase of 6% compared to 2023. The vast majority of this amount came via mobile devices.
“Mobile commerce is becoming the standard, not the exception. Companies that don't optimize their mobile experience are not only losing sales but also customers forever.”
Source: Apple WWDC 2024 - Mobile Commerce Trends
This trend is not unique to the Benelux. Worldwide, e-commerce already represents 20.1% of all retail sales in 2024, with a forecast of 22.6% by 2027.
The mobile-first reality
Google's mobile-first indexing means that search engines primarily evaluate your mobile site for rankings. Just like with SEO for e-commerce, websites that are not optimized for mobile use are destined to drop in the search results and lose organic traffic.
“Another element that plays a role in this complex story of mobile, desktop, and AMP is that for the Page Experience score – so the Core Web Vitals where we measure speed, stability, and user-friendliness – we always test the version that users ultimately see.”
Source: Search Engine Roundtable – Google Page Experience Scores Will Use AMP Version
Conversion differences between desktop and mobile
Although mobile devices account for most traffic, a conversion gap remains. Smartphones achieve an average conversion rate of 2.3%, while desktop devices achieve 3.9%. This gap offers enormous opportunities for companies that optimize their mobile experience.
The challenges of mobile e-commerce
Technical obstacles
Loading speed: Mobile users are less patient than desktop users. A delay of just one second can reduce your conversion rate by 7%. This is why conversion optimization is so critical for mobile e-commerce.
Screen size: Complex navigation and small buttons cause frustration. 36% of mobile users find it difficult to find what they are looking for. That's why it's essential to implement structured data for better findability.
Checkout process: The cart abandonment rate on mobile devices is around 85% - almost twice as high as on desktop. A streamlined checkout process is therefore crucial for CRO in 2025.
User behavior
Mobile shoppers have different expectations than desktop users. They want:
Quick access to product information
Simple navigation with large, tappable elements
Fast, secure payment methods
Effortless return procedures
“E-commerce sites that take longer than 3 seconds to load lose 53% of their mobile visitors before the page is fully loaded”
Source: Google Developers - Why Performance Matters
Concrete steps for mobile optimization
1. Implement responsive design
Your website must automatically adapt to any screen size. This goes beyond just shrinking elements:
Flexible layouts: Use CSS Grid and Flexbox for adaptive layouts
Responsive images: Implement srcset for optimal image quality per device
Touch-friendly elements: Buttons should be at least 44px in size for easy operation
2. Optimize speed
Core Web Vitals are crucial for both SEO and user experience. These metrics are becoming increasingly important for local SEO in Belgium:
Largest Contentful Paint (LCP): Must remain below 2.5 seconds
First Input Delay (FID): Maximum 100 milliseconds
Cumulative Layout Shift (CLS): Below 0.1 for stable layouts
Practical optimizations:
Compress images with modern formats such as WebP
Implement lazy loading for below-the-fold images
Use a Content Delivery Network (CDN) for faster loading times
Minimize CSS and JavaScript
3. Improve user experience
Simplified navigation:
Use hamburger menus for complex navigation
Implement search functionality with autocomplete
Make categories clearly visible
Consider voice search optimization for hands-free navigation
Optimize product pages:
Use high-quality product images with zoom functionality
Implement 360-degree product views where possible
Make reviews and ratings prominently visible
4. Streamline the checkout process
Enable guest checkout: Don't force customers to create an account for their first purchase. This is an important best practice from performance marketing.
Integrate mobile payment methods:
Apple Pay, Google Pay, Samsung Pay
Klarna, Afterpay for buy-now-pay-later options
Local payment methods such as Bancontact for Belgium and iDEAL for the Netherlands
Digital wallets that are popular in the Benelux
Optimize forms:
Use autofill for address details
Implement inline validation for direct feedback
Minimize the number of input fields
Advanced mobile strategies
Progressive Web Apps (PWAs)
PWAs combine the best of websites and mobile apps. They are especially powerful for Shopify webshops:
Offline functionality: Customers can browse without an internet connection
Push notifications: Direct communication with customers
App-like experience: Without the need to download
Integrate Voice Commerce
With nearly 60% of virtual assistant owners using voice commands for purchases, voice commerce is becoming increasingly important:
Optimize product descriptions for voice search keywords
Implement voice search on your mobile site
Make products discoverable via long-tail keywords
AI-driven personalization
Implementation of AI personalization:
Dynamic product recommendations based on browsing behavior
Personalized pricing strategies
Intelligent search results
Chatbots for real-time customer service
For more insight into AI applications, check out our article on AI marketing strategies for 2025.
“The average mobile conversion rate is still 64% lower than desktop, but the gap is closing every year due to better mobile optimization.”
Source: Apple Developer - App Store Business Model
The future of mobile e-commerce
Emerging Technologies
Augmented Reality (AR): Customers can virtually "try out" products before purchasing. This increases confidence and reduces returns.
5G connectivity: Faster internet connections enable richer mobile experiences, such as high-definition product videos and real-time AR. This opens up new possibilities for LinkedIn marketing and B2B presentations.
Blockchain payments: Cryptocurrencies and blockchain-based payments offer new opportunities for international trade.
Social commerce
Platforms like Instagram and TikTok are becoming increasingly important as sales channels. Social commerce is expected to grow to $8.5 trillion by 2030. This is part of the broader trend towards AI agents in autonomous marketing.
“Mobile commerce is growing by 15% year-on-year, but conversion rates remain 50% lower than desktop - this is where the biggest opportunities lie”
Source: Adobe Digital Trends - Retail in Focus 2024
Measuring and optimizing
Important KPIs
Conversion rate per device: Compare performance between smartphone, tablet, and desktop.
Average order value (AOV): Mobile orders are often smaller but more frequent.
Bounce rate: High bounce rates indicate UX issues.
Page speed: Use Google PageSpeed Insights for concrete recommendations.
A/B Testing
Regularly test different elements:
Different checkout flows
Product page layouts
Call-to-action buttons
Navigation structures
Conclusion
Mobile optimization is the foundation of any successful e-commerce strategy in 2025. With 75% of retail traffic coming from mobile devices and a cart abandonment rate of 85% on mobile, there is enormous potential for companies that optimize their mobile experience.
The key to success lies in combining technical excellence (speed, responsive design, Core Web Vitals) with excellent user experience (simple navigation, streamlined checkout, mobile payment methods).
Companies that invest in mobile optimization now are laying the foundation for sustainable growth. Whether you start with basic optimizations such as responsive design and speed improvements, or immediately focus on advanced technologies such as AI personalization and PWAs - every step towards a better mobile experience translates directly into higher conversions and more revenue.
The future of e-commerce is mobile. Companies that accept this and act accordingly will be the winners of tomorrow. For strategic support with your mobile optimization, check out our online marketing services and AI-powered growth solutions.
Want to take your mobile e-commerce to the next level? Discover our Shopify e-commerce services or schedule a strategy session to discuss your growth opportunities. For more insight into digital growth, download our free AI whitepaper for 2025.
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Frequently asked questions about mobile optimizations in e-commerce
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A basic optimization can be realized within 2-4 weeks. Advanced features such as PWAs or AI personalization require 3-6 months of development time.
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Costs vary from €5,000 for basic optimization to €50,000+ for fully integrated solutions with AI and advanced features.
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Not always. PWAs can often offer the same functionality without the cost of app development. Apps are especially useful for frequently used services with strong customer loyalty.
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Focus on conversion rate, average order value per device, page speed, and SEO rankings. Google Analytics 4 offers extensive mobile reporting.
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Implement at least Apple Pay, Google Pay, credit cards, and local methods such as Bancontact (Belgium) and iDEAL (Netherlands). Buy-now-pay-later options like Klarna are becoming increasingly popular in the Benelux.
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Use responsive images with srcset, compress images, implement lazy loading, and offer zoom functionality. WebP format offers an optimal balance between quality and file size.
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Responsive design uses flexible layouts that adapt to screen size. Adaptive design shows different layouts for different devices. Responsive is usually more effective for e-commerce.
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Voice commerce is growing rapidly, especially among younger consumers. Optimize for conversational keywords and implement voice search where possible.
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No, one responsive website is more efficient than multiple versions. Focus on optimal user experience on all devices with one codebase.
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Review your mobile performance at least quarterly. Major updates are needed annually to keep up with technological developments and user behavior.
Sources and references
E-commerce statistics and trends:
Statista: "E-commerce market data Netherlands and Belgium 2024" - https://www.statista.com/outlook/dmo/ecommerce/netherlands
Start24: "30 brand new e-commerce statistics for 2025" - https://www.start24.nl/ecommerce-statistieken/
Thuiswinkel.org: "Online retail growth Netherlands first half of 2024" - https://www.thuiswinkel.org/
Becom: "Belgian e-commerce barometer 2024" - https://www.becom.be/
Mobile commerce developments:
Salesforce: "Mobile Commerce best practices and statistics" - https://www.salesforce.com/blog/mobile-commerce/
BigCommerce: "Mobile Commerce trends and optimization 2024" - https://www.bigcommerce.com/articles/ecommerce/m-commerce/
Verified Market Reports: "Mobile Commerce market trends 2024-2030" - https://www.verifiedmarketreports.com/
Lightspeed: "M-commerce trends and tips for retailers" - https://www.lightspeedhq.nl/blog/m-commerce-trends-tips-voor-retailers/
Technical optimization:
Google: "Mobile-first indexing and Core Web Vitals" - https://developers.google.com/search/mobile-sites/
Search Engine Journal: "Mobile-first indexing best practices" - https://www.searchenginejournal.com/mobile-first-indexing/
Google PageSpeed Insights: "Web performance optimization" - https://pagespeed.web.dev/
