Mobile e-commerce (goods) grew significantly as a share of total e-commerce (goods) over during the review period, accounting for almost half of the total in 2021 – up from less than a third in 2016. Most e-commerce sites see 70%-80% of the traffic coming from mobile in Saudi Arabia, thanks to the Kingdom’s high level of smartphone ownership, and whereas once smartphones were mainly used for browsing goods, they are increasingly being used to make purchases.
Due to COVID-19 lockdowns and the rapid need for retailers to have e-commerce platforms up and online, the use of digital payments and mobile e-commerce has increased. At the end of the review period, some recently launched digital payment platforms like Apple Pay, MADA and STC Pay were the most popular mobile e-commerce payment methods.
Amazon now leads sales within mobile e-commerce following its takeover of Souq.com in 2019.
Mobile e-commerce (goods) will continue to grow in importance within overall e-commerce. It will account for close to two thirds of retail value sales by the end of the forecast period, with the retail current value sales of mobile e-commerce (goods) expanding at a double-digit rate throughout the review period.
Consumer reluctance to use online payments using smartphones will continue to diminish. The pandemic has served to make many local consumers more comfortable buying goods online and making online payments, with younger and more affluent consumers to the fore in this.
Over the forecast period, mobile is expected to be at the core of digital retail strategy for players across all product channels due to ever-increasing internet and smartphone penetration in the country. Mobile e-commerce is expected to get a boost from social media marketing on these devices, with influencers becoming increasingly important.
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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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