A large proportion of shoppers with smartphones had already used their phones to search and pay for goods and services, thus the shopping challenges of 2020 and 2021 were managed more easily. Operators also improved the user experience, and new secure payment directives and strong customer authentication also strengthened trust in immediate online payment.
The emergence of various mobile wallet solutions (Simple, Barion, Apple Pay, Google Pay) helped move smartphones to the top position as the leading tool for mobile online shopping. Apple’s digital wallet service was only rolled-out to Hungary in May 2019, as part of its global expansion plan.
The penetration and active usage of smartphones keeps them as the leading device for mobile e-commerce. Portability, meaning they are always to hand, is the main advantage of smartphones over tablets, that are used mainly at home, mostly for media consumption.
The positive experiences of consumers during the pandemic will pave the way for a larger audience to become avid mobile e-commerce shoppers. The wider and wider use of smartphones and applications with built-in purchase/loyalty functions, and further growth in the user base will maintain the competitive edge of mobile e-commerce over purchases from desktop computers and laptops in the forecast period.
The user-friendly solutions of fintech services and meal delivery platforms are expected to bring a new level of user experience – setting standards customers will also expect from retailers. Foodservice ordering apps Wolt and Foodpanda have already launched their grocery e-commerce services with 25-40 minute delivery times, offering transparency with accurate minute-by-minute tracking of the delivery process.
The prevalence of applications with built-in immediate purchase options or designed to build a weekly shopping list is set to grow as ordering via mobile e-commerce becomes more commonplace. These applications will keep customers loyal and engaged, with many retailers providing special offers or loyalty programmes that can be used in-app.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Hungary 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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