In 2018, mobile internet retailing continued to outperform overall internet retailing in Latvia, partly due to being at a nascent stage and thus growing from a very low base. Nevertheless, Latvians are more actively using their mobile phones to shop.
New technology is enabling consumers to get more out of their mobile devices. With ever busier lifestyles, consumers are valuing the ease of being able to get online wherever they are and being able to multi-task.
Despite the fact that Latvians are increasingly using their smartphones throughout the day, many are still afraid to use them to actually purchase goods. This is mainly due to safety and security concerns.
As Latvians have their mobile devices with them at nearly all times, this can be seen as the perfect channel through which to reach consumers. Therefore, it is in the interests of both internet and multi-channel retailers to offer both mobile-optimised websites and apps so as to maintain the interest and attention of today’s consumers.
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