Growth in mobile e-commerce continued to outperform overall e-commerce in current value terms in 2021, as a growing share of online sales migrated from laptops and desktops to smartphones and tablets. Mobile sales are being driven by the high penetration levels of mobile devices, which are expected to continue increasing over the forecast period.
Social media users and influencers are increasingly offering, promoting and selling products through their posts and accounts. This allows customers to directly purchase products that are on offer, meaning that customers can purchase through the social media platform without leaving it, making the buying journey as short as possible.
The availability of mobile payment apps is increasing, making mobile e-commerce purchases more convenient. Payment methods like Apple Pay and Google Pay make payments more convenient, as customers do not have to access their banking apps or insert their credit card numbers.
The trend towards greater use of mobile devices for purchasing is expected to persist throughout the forecast period. Consumers will increasingly use their smartphones to make online purchases.
Augmented reality (AR) is likely to be used in the future, eg for home and garden products to see where they can be placed, or for apparel and footwear to see which options are the best fit for the customer. AR will make use of mobile devices, with retailers offering AR capabilities that provide the option to buy the products that the customer likes straight away.
Smartphones are predominantly used by younger consumers, but as these age cohorts grow older, the use of smartphones across the entire population will also advance. Although only a minority of Dutch consumers currently use their mobile devices for shopping, given the growth in the use of smartphones for making purchases, mobile e-commerce is expected to gradually reach the wider Dutch population.
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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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