Value sales through mobile are still lower than e-commerce, though growing faster, and are particularly popular with the younger generation. Banks offer their own payment apps, with a separate app for each bank.
A huge driver of increased value sales of mobile payments has been the significantly larger threshold for contactless payment, which increased from HRK100 to HRK250 in 2020. The average value of card transactions in Croatia is HRK225, so that with the new threshold being above this, this enabled mobile payments for much more transactions than before.
The significant contributor to value sales of mobile e-commerce in 2021 were food delivery services like Glovo, Wolt and Bolt. Restrictions on movement were still in place for the first part of 2021 and so food delivery continued to register high value sales.
Mobile e-commerce will be the fastest growing retailing channel over the forecast period. The growth will be driven by younger consumers, who are very comfortable making mobile payments, having grown up with this technology.
The ongoing investment and development of mobile-friendly websites and apps by major grocery and non-grocery retailers will make mobile e-commerce more seamless for consumers and this will also be an important factor driving the growth of the channel over the forecast period. However, domestic players need to also build up trust about the safety of online payments, as there is still concern among certain consumers about the safety of online payments, including mobile payments.
If consumers take to online payments, including mobile payments, there could be significant advantages for retailers, including have much more data available about each consumer. Players could use incentives to encourage consumers to switch to online and mobile payments.
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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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