In Estonia, mobile internet retailing is still in an early stage of development, with value growth being far higher than for internet retailing. Although this technology has been available in Estonia for some years already, only larger retailers were able to implement fully functional and convenient mobile apps and mobile versions of websites.
A significant amount of payments in domestic online retailers are accounted for by instant bank transfers. However, this commonly involves accessing an internet bank, which still requires users to go through a secured login process (involving pin generators etc.
Over the forecast period, the sales share of mobile internet retailing is set to continue growing strongly. Estonians are increasingly using mobile devices for internet browsing, entertainment and other purposes.
Prisma Peremarket was behind some of the most noticeable developments within mobile internet retailing in 2018. The company is the leader in hypermarkets and now also offers home delivery.
The convenience trend is expected to play an important role in all retailing areas over the coming years, including mobile internet retailing. Rising demand for convenience is expected to remain key to developments within mobile internet retailing in order for companies to succeed and keep up with developing trends.
Over the forecast period, it is expected that mobile phones and tablets will continue to be used for a growing number of different purposes. As a result, consumers will spend more time using their phones and other wearables, thus boosting overall sales.
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