Mobile e-commerce remained a small and highly fragmented channel in 2021. There was a very limited consumer base for the format, with a lack of digital devices and skills acting as a barrier to many consumers.
Social media and messaging apps play a crucial role in the development of mobile e-commerce. However, despite fast sales growth for mobile e-commerce, there remained a lack of mobile applications and mobile-adapted webpages, which constituted a significant barrier.
Once retailers have found ways to encourage consumers to switch to mobile e-commerce, the potential of the channel should become more fully visible. In the review period, consumers typically only used mobile applications when there were some clear advantages, such as lower prices, the offer of a wider variety of products or greater convenience.
Mobile e-commerce is projected to continue to see very strong retail value (constant 2021 prices) growth through the forecast period. However, growth rates are expected to be significantly slower than the exponential increments witnessed from a lower base during the review period.
Significant polarisation is visible in terms of smartphone usage, according to age group, in the country. While young consumers in Azerbaijan are tech-savvy and leading the use of smartphones for communication and shopping purposes, consumers in older age groups tend to prefer physical forms of interaction and shopping.
In November 2021, Apple Pay was officially launched in Azerbaijan, in integration with Visa and MasterCard. Major banks like International Bank of Azerbaijan, Kapital Bank, Bank Respublika and others are supporting this technology.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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