Slovakia saw dynamic income growth and improved consumer confidence over the review period. The improving economic climate led to an increase in the number of smartphone users in the country, creating a platform for m-commerce to grow.
Smartphone use for e-shopping continued to see dynamic growth in Slovakia in 2018. Heavy buyers and millennials are particularly likely to reach for their smartphone to make an online purchase through a dedicated app, an internet browser, or both.
M-commerce in Slovakia is not evenly spread across the country, with the majority of users being based in the capital or other big towns. Awareness of internet retailing, internet connectivity and delivery services are much better developed in urban areas than rural ones or remote villages.
Although the number of Slovakian retailers investing in mobile web optimisation is rising, there are still many retailers that overlook the importance of m-commerce. The low technical quality of mobile websites, technical glitches or issues with online payments when shopping on smartphones discourage consumers from using this channel.
The most advanced retailers in mobile internet retailing are some of the top-performing internet players in Slovakia such as Alza.sk and Internet Mall Slovakia, which also have well-designed websites for mobile devices.
Over the forecast period, more grocery as well as non-grocery retailers are expected to invest in m-commerce to capitalise on the potential of smartphones in digital retail channels. As demand for mobile internet shopping is set to rise, investment in mobile applications and mobile-friendly websites is likely to allow companies to reach a wider customer base and boost sales.
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