Mobile Internet Retailing in Costa Rica

PROSPECTS

Mobile internet retailing proposals continue to gain popularity

As mobile device saturation continues, the interest in mobile internet retailing increased, in line with further credit dispersion among local millennial consumers who use internet shopping platforms regularly. In 2018, mobile phones were most commonly used to browse inventory while online purchases primarily were through desktops or laptops.

Mobile internet retailing anticipated to keep reaching new groups of consumers

As a broader base of middle- and low-income consumers continued to gain internet access through mobile devices as opposed to traditional computers, it is expected that local store-based retailers will look for additional growth opportunities within this segment of the population through innovation in their mobile apps. It is also anticipated that alternative payment options will continue to be developed to provide shopping capacity to this segment of the population, which has limited access to credit and even debit cards.

COMPETITIVE LANDSCAPE

Additional fragmentation of smaller brands combine with the further consolidation of global players

Mobile internet retailing continued to account for a relatively small portion of internet sales in 2018, accounted for mostly by app/game downloads as well as a rising base of products purchased though global online sites such as Amazon or AliExpress. Additional levels of sales fragmentation are expected among a broader base of smaller local competitors, while major global retailing proposals will consolidate even further.

New value proposals and retailing formats to capitalise on mobile retailing potential

The further expansion of new value proposals exclusive to this channel is expected as mobile internet shopping apps continue to evolve. Some may use mobile apps to incentivise local buyers to adopt faster purchase decisions, leveraging on limited discounts and promotional activities.

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