While value sales are still low, mobile e-commerce again registered the highest current value of any retailer channel in 2021. This was largely driven by online third party food delivery companies such as Glovo and Wolt.
Mobile e-commerce remains in a nascent stage in Georgia in 2021, with online shoppers still making most of their important purchases in-store or on computers rather than on mobile devices. However, COVID-19 encouraged many first-time users to try mobile e-commerce, especially for food delivery.
Mobile e-commerce received an unexpected boost during the pandemic and it is expected that a growing number of e-commerce players will launch mobile-friendly interfaces on their websites over the forecast period. Retailers, such as book chain Biblusi, are increasingly launching convenient mobile apps that provide users with purchasing options.
Mobile e-commerce will be the fastest growing retailing channel over the forecast period and by 2026, will have surpassed direct selling in terms of values sales. Value growth will be driven by more affordable mobile packages, with more generous mobile data offerings.
The number of users of smartphones increased significantly over the review period, with users from a broader range of ages now using these devices more frequently than at the beginning of the review period. The higher rate of smartphone possession is creating a favourable environment for mobile internet shopping, particularly among younger consumers.
Mobile e-commerce remains an emerging retailing channel in 2021 and currently plays only a minor role in overall e-commerce in Georgia. But the increasing coverage of 4G internet by mobile operators is making the process of purchasing via mobile devices quicker and more convenient, driving growth.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Georgia 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 Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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