The anticipated strong growth of internet retailing in the forecast period will be linked to the increasing amount of time consumers spend on their smartphones, as they are used on a variety of occasions, such as when socialising or watching television. The ubiquitous nature of smartphones will thus play an important role in driving the growth of internet retailing, with consumers finding it convenient to shop whilst commuting or on-the-go.
Mobile internet retailing is expected to remain by far the most dynamic channel in retailing in the forecast period. It will thus be essential for players to focus primarily on smartphone users when shaping their digital strategies.
Shoppable social media is likely to emerge strongly in the forecast period, with consumers primarily using smartphones to access sites such as Instagram. Shoppable social media is notably likely to encourage online impulse purchases, particularly for affordable fast fashion items in apparel and footwear.
Many players will focus on simplifying the payment process, which is particularly crucial for grocery retailers, as shoppers often build up lengthy shopping lists. Amazon.
Consumers increasingly expect rapid delivery of their food and drink internet orders, particularly urban dwellers, who expect to receive online orders on the same day, or even within a few hours. This is leading to a time war between several major retailers, with Amazon putting pressure on its rivals after announcing it would offer same-day delivery in some cities on all orders placed before 13.
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