The triple-digit rise in retail current value sales in mobile e-commerce (goods) in 2020 was continued in 2021. The percentage growth rate for mobile e-commerce in 2021 was double that of e-commerce (goods) as a whole.
The growing consumer interest in e-commerce is visible through the accelerated development and launch of online and mobile e-commerce retail points by the leading retailers in the country. Leveraging their understanding of modern customers, these retailers are turning towards multichannel operations.
Pure players, especially international ones under the global ownership of 3rd Party Merchants, continued to dominate and drive mobile e-commerce expansion in 2021. Younger consumers are the main driving force behind the growth of these international players in the channel.
Mobile e-commerce is set to see strong double-digit retail value (constant 2021 prices) growth over the forecast period. While slower than at the end of the review period, due to some maturity following exponential growth, the ongoing penetration of mobile technology, expanding capacities and rising number of mobile e-commerce sales points will maintain channel dynamism.
While consumers have become quite used to purchasing non-grocery products via e-commerce, including mobile e-commerce, shopping for groceries through the channel received a boost in 2020 and 2021, due to the restraints of the COVID-19 pandemic. The grocery mobile channel grew rapidly and is set to continue its development and growth primarily as a result of the diversification and multichannel orientation of the major modern grocery retailers.
Increased online and mobile market penetration, coupled with the latest efforts by the leading players in the channel, will contribute to the further development of the country’s mobile e-commerce capabilities. This is set to result in strong sales growth over the forecast period, driven by the same factors that push e-commerce in general: high convenience, innovation, infrastructure improvements and changing consumer attitudes.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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