Mobile internet retailing posted a healthy growth rate in 2018 and is playing a significant role in the consumer shopping experience. Increasing digitalisation is resulting in a growing number of smartphone users in Lithuania, thus integrating the device in more consumers’ daily routines, including online purchasing.
Together with mobile sites, mobile apps are becoming more and more common within the purchasing process, thus benefiting the performance of mobile internet retailing. Mobile apps require substantial investments, but with increasing interest there is a growing number of platforms offering services at reasonable prices so that even small retailers can afford them.
In 2018, the first mobile payment app was launched under the brand name MoQ. The three largest mobile operators in Lithuania, Bite, Tele2 and Telia, collaborated and established a joint stock company called Mobilieji mokejimai, which operates MoQ.
In 2018, retailing companies, in order to compete, adopted multichannel business models. In other words, besides having brick-and-mortar stores, they launched online stores, synchronised them with mobile stores and launched mobile apps.
Barbora is the only grocery retailer within internet retailing. The brand is operated by one of the biggest grocery retailers in Lithuania – Maxima LT UAB.
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