Mobile internet retailing grew dynamically and increased its value share of total internet retailing in 2018. Growth was attributable to widespread smartphone usage, increasing mobile internet penetration and substantial mobile payment technology enhancements in the Czech Republic.
Enhancements to online payment methods and infrastructure created a fertile ground for mobile internet retailing. Czech retailers understand that to retain customers, they need to improve their mobile websites and develop seamless mobile applications with wider mobile payment optionality.
In the early years of mobile internet retailing in the Czech Republic, mobile devices were used in initial phases of the purchasing process. Purchase finalisation, order and payment, was reserved to desktop devices due to poor mobile web design or unresponsive mobile apps; however, as consumers became equipped with advanced smartphones and better mobile internet connectivity, purchase finalisation began to shift to smartphones.
Leading internet retailers, which derive most of their value sales from consumer electronics and appliances, led mobile internet retailing in 2018. Category leaders, Alza.
Tesco is the most advanced modern grocery retailer in the Czech Republic in terms of mobile retailing. The company offers four mobile applications – shopping app Online nákupy, loyalty card app Clubcard, Scan & Shop app and a mobile game for Clubcard points collection.
Whilst there have been visible improvements in retailers’ mobile apps and web quality, the majority still suffer from poor performance with sales being diverted to desktop devices; however, as Czech consumers are becoming increasingly demanding, they will no longer tolerate unresponsive and unintuitive apps. Instead of reverting to the retailer’s desktop website version, they will purchase from competitors offering better mobile functionality.
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