Mobile e-commerce (goods) has shown even more spectacular growth than the overall e-commerce channel in 2020 and 2021 thanks to consumers turning online to avoid contracting the virus and the increased use of mobile technology for online purchases. Increased smartphone ownership and the growing number of online stores (by both grocery and non-grocery players) with a well-developed mobile interface are driving value growth.
Like the overall e-commerce channel, mobile e-commerce remains highly fragmented in 2021. Also like e-commerce, the runaway leader in mobile e-commerce is third party merchants, owned by Alibaba Group Holding, followed by Amazon.
As the number of consumers with mobile devices in North Macedonia continues to rise alongside mobile usage rates, most local consumers still primarily use their mobile devices for communicating, gaming, or interacting via social media rather than for shopping. However, many consumers with smartphones and tablets do enjoy browsing, comparing, and reviewing products online before making purchases using their personal desktop computers.
Mobile e-commerce (driven by food and drinks e-commerce and mobile games) will continue to be the fastest growing retailing channel over the forecast period thanks to the continued penetration of mobile technology, especially among the younger IT and mobile savvy consumers. As such, retailers are likely to pay more attention to mobile e-commerce in the coming years, investing significantly in digitalisation to ensure they are mobile-ready.
In line with the latest retailing trends, a growing number of retailers in North Macedonia are developing and launching mobile-friendly versions of their websites, as well as launching mobile apps. In large part, this development is taking place to attract tech-savvy consumers, particularly younger consumers (such as millennials and Generation Z).
Over the forecast period, more consumers are expected to embrace mobile technology and use their mobile phones to make online purchases rather than just using them to browse and compare products. The cost of mobile devices and subscription packages from mobile operators will also continue to decline, making mobile technology—and, in turn, mobile e-commerce— more accessible to a greater number of people.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in North Macedonia 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.
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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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