It was not until mobile smart devices strongly penetrated the market in Bosnia-Herzegovina that the majority of consumers in the country had regular access to the internet. This transition took place during the review period, whereas before most consumers relied on personal computers for internet connectivity.
Mobile internet retailing continues to claim a smaller share of internet retailing relative to more traditional platforms. Some shortcomings of mobile devices that are holding mobile internet retailing back, relate to consumers’ security concerns, ie sharing payment details using mobile devices that get lost, display issues, such as screen size, and the opening of more than one window at a time to compare options.
For a mobile internet retailing business model to work, mobile apps are increasingly a prerequisite, leveraged to optimise consumer experience for mobile devices and alleviate some of the shortcomings of the model. Most domestic internet retailers are yet to go mobile, remaining focused on traditional internet stores that are optimised for use via desktop or laptop computers.
International retailers claim a higher value share through mobile internet retailing relative to the average for internet retailing. In fact, domestic retailers are not performing well in mobile internet retailing, lacking the know-how to successfully utilise mobile internet retailing apps.
Leading international internet retailers Alibaba Group Holding and eBay characterise mobile internet retailing in Bosnia-Herzegovina, having considerable experience with mobile apps, constantly updating and optimising these for performance. The focus is not only on enabling consumers to make easy purchases using mobile devices, but also to generate feedback and useable knowledge on consumers’ habits and preferences, which ultimately lead to more effective future sales.
Android is the leading platform for mobile devices in Bosnia-Herzegovina, as iOS remains largely reserved for the premium consumer base. Players interested in developing mobile retailing platforms have to consider this when deciding where to focus the majority of their investment.
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