Over the review period, mobile e-commerce experienced rapid growth in retail current value terms. This strong upwards trajectory continued in 2021.
As consumers switched to working and studying from home during the COVID-19 pandemic, spending more time in front of their computers (which led to an increase in non-mobile e-commerce sales), this led to a decrease in demand for mobile technology as consumers were not on the move as much as usual. While this led to a slight decline in retail current value sales through mobile e-commerce in 2020.
Two ubiquitous meal delivery apps in Finland are local company Wolt and Delivery Hero-owned Foodora. Although both apps have corresponding e-commerce sites, Wolt and Foodora are mostly known as mobile apps and used as such.
In Finland, the most popular mobile apps are that of leading grocery retailers S Group and Kesko. S Group’s S-mobiili app currently has 1.
Going into the forecast period, the landscape for different tools for mobile payments remains unsettled in Finland, with no clear leader evident. For example, at the end of the review period, Apple Pay was used in Finland, but only with Nordea-issued cards.
Despite the projections for strong growth in mobile e-commerce in Finland, players will need to be mindful not to leave consumers who do not use smartphones behind in the forecast period. There is still a large proportion of the over 55 population of Finland that does not use smartphones and that do not want to change their habits in this respect, and these consumers will feel marginalised if they are not catered to in the coming years.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Finland 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.
If you're in the Mobile E-Commerce (Goods) industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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