In 2021, mobile e-commerce contributed significantly to the continued growth of online shopping, following the initial pandemic-related surge in 2020. During the extended lockdown in the first half of the year, e-commerce increasingly became the default shopping option.
With e-commerce rapidly increasing its influence in the German retail landscape following the outbreak of the pandemic, social media and online shopping also became increasingly intertwined. From 2020, the main social media platforms Facebook, Instagram, TikTok, Snapchat and Pinterest introduced shopping functions, which resulted in a rise in purchases via social media in Germany, particularly in 2021.
In 2021, mobile e-commerce also saw the emergence of live shopping as a particular function within social commerce. During the lockdown in the first half of the year, a number of companies started holding live digital shopping events, often using the main social media platforms, and in some cases their own company shopping apps.
Over the forecast period, e-commerce will see a continuous shift away from personal computers towards smartphones. This is because mobile e-commerce is expected to see increasingly favourable conditions for growth.
Over the forecast period, social commerce is expected to become increasingly influential. With their shopping functions, the main social media platforms could quickly turn into virtual shopping centres, especially considering the number of users and time that is spent on these apps.
In the years ahead, growth in mobile commerce is expected to be driven by the influence of younger generations, particularly gen Z. In 2021, there was a considerable discrepancy between young and older age groups regarding the use of social commerce, including live shopping.
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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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