The pandemic continues to have a very positive impact on the growth of mobile e-commerce channel, as restrictions on movement and retail opening pushed many consumers online. Penetration of smartphones in Latvia continues to rise, driving sales.
Mobile phones are the most popular device for getting online away from home or work. However, mobile still ranks behind portable computers and desktops in terms of popularity when placing an e-commerce order, although number of smartphone owners who use their mobile devices to shop is growing.
Specialised mobile retail apps are growing in popularity, as merchants often offer discounts for registered consumers via them. By attracting consumers to the app, merchants are able to provide more personalised options, as well as putting a wider range of products in front of the consumer.
As 5G is rolled out across Latvia, shopping through mobile e-commerce should become even more convenient and secure. Security is a key issue here; many consumers are still reluctant to use an app to shop out of concerns about payment safety.
Contactless shopping flourished in 2020 and 2021, as retailers and consumers sought to reduce the risk of infection. This has helped accelerate adoption of the payment system, but consumers are also increasingly connecting their bank accounts to shopping hubs, making it easier to shop virtually via phone as well.
New technology is enabling consumers to get the most out of their phones, and the growth in penetration of these devices will rise over the forecast period. In addition, cheaper data plans and free mobile hotspots in Latvia are emerging, allowing consumers to stay connected and shop at any time.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Latvia 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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