London’s Small Biz are Missing the Mobile Mark – Why It’s a Loss
New research that dropped into the news today reveals a hard truth for London tiny shop owners: the only pages that are mobile‑friendly are leaving customers cold and sales cold.
Mobile — The Unseen Wall
PayPal’s latest mobile‑commerce study, now in its third year, shows a giant mismatch between what shoppers want and what small shops hand out: 90 % of small Biz owners think they’re shining on smartphones, while only 40 % of shoppers agree. With a whopping 42 % of people buying on their phones at least once a week (and that climbs to 65 % for 25‑to‑34 year olds), the gap is not just theoretical – it’s a real‑money hole.
LONDON, THE HIGHEST POINT OF MOBILE TRADES
London is the world’s top city for mobile picks, yet only 13 % of local small Biz use responsive sites. And that figure has slipped, down four points since 2017. In a city that loves iPads and Androids, it’s a concerning drop‑off.
Shoppers Are Ready to Splurge
- Average mobile order rises from £80 in 2017 to over £100 now.
- More than a quarter (22 %) of shoppers say they’d rather shop on their phone than stroll the high street, a jump from the 2016 figure.
- About a third (30 %) expect their mobile spree to grow in the next year.
Head‑On Feedback from PayPal
“Small businesses need to wake up. If your site still makes shoppers feel like they’re walking through a maze, you’re losing potential revenue.”
PayPal’s director of Small Business for the UK, Nicola Longfield, says the most simple fixes will give instant wins:
- Mobile‑friendly payments. If you let customers pay with a quick click, like PayPal, you cut out the long card‑detail step that kills sales.
- Scrolling without zoom. If the design scrolls smoothly, no pinch‑to‑zoom needed, people stay on the page and finish the checkout.
Three Golden Rules for Turning Browsers into Buyers
- Small screen, big impact. Roughly half of shoppers (47 %) quit a mobile purchase because the site was slow or clunky. A fast, bite‑size experience packs a punch.
- Speed wins. Nearly a third (32 %) prefer mobile over any other device for the sheer speed of use. A speedy one‑touch PayPal checkout can turn a fleeting scroll into a bought‑now moment.
- Trust sells. Over half (56 %) of mobile shoppers are more likely to buy from sites that showcase a recognised payment icon like PayPal. Leverage that trust to seal the deal.
PayPal’s mobile experts agree: a corrected layout and an easy payment slot aren’t just nice‑to‑have, they’re mission‑critical for every small shop looking to dodge the loss‑tide.
