Mobile payments though digital wallets such as Apple Pay, Samsung Pay or Google Pay, continued to increase in popularity in 2021. Although tech-savvy UK consumers had already found this payment type appealing pre-pandemic, the emphasis on using contactless payments to eliminate the chances of contracting COVID-19 also boosted the use of mobile payments.
Mobile has been reshaping e-commerce in the UK over the review period. As smartphone penetration in the UK is high and investment in mobile connectivity is continuous, there is no doubt that mobile is becoming a key element of retailers’ omnichannel operations.
Mobile e-commerce is becoming a central element of all retailers’ operations. Therefore, players are increasing their investments in personalisation and technological innovations to distinguish themselves in a highly fragmented landscape.
Mobile e-commerce is predicted to gain further traction and be a driver of e-commerce sales over the forecast period. On the one hand, the normalisation of consumer habits will likely positively impact online sales through mobile devices, as smartphone devices enable instant access to services from anywhere, and therefore, consumers have an enhanced preference for using their smartphones to browse or purchase online.
Selling on social media platforms has been gaining importance in the UK, and is also projected to have a major impact on mobile e-commerce sales over the forecast period. An increasing number of tech-savvy UK consumers use social media platforms such as Facebook or Instagram for purchasing products.
As convenience plays a more pivotal role in online shopping than even before, voice commerce has the potential to become a driver of mobile e-commerce over the forecast period. Voice assistants are gaining in popularity amongst tech-savvy local consumers, as an increasing number of devices embed the voice assistance feature, including smartphones, such as Siri for iOS and smart home appliances, such as Google Home or Amazon Echo.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in United Kingdom 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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