MARKET REPORTS
Global M-Commerce 2017 code:1327
- What was the size of M-Commerce sales in various countries in 2016?
- How high is the M-Commerce share of global online retail sales predicted to get in 2021?
- Which devices to online buyers prefer to use for shopping and how do these preferences differ by country?
- What are the top product categories purchased on mobile?
- What are the main drivers and barriers in global M-Commerce?
Key Findings:
More than half of world B2C E-Commerce sales projected to be on Mobile by 2021
M-Commerce accounted for a double-digit share of global B2C E-Commerce sales in 2016 and is projected to top 50% by 2021, according to a forecast cited in this report by yStats.com. In some countries, such as China, South Korea, and India, the mobile share is already above one-half and continues growing. These three countries also had the highest share of Internet users who made a purchase via mobile apps in 2016, an emerging trend that is gaining traction across the world. Not only in Asia, but also in North America and Europe, apps dominated over mobile browsers in digital consumers’ preference. To meet this growing demand, a high double-digit share of the world’s top retailers plan to invest in mobile applications this year.
Clothes, electronics, books and games were among the top product categories purchased on mobile, as revealed by consumer surveys cited in yStats.com’s report. In the UK, the USA, and Russia food and groceries also ranked within the top 5. The convenience of purchasing on mobile and the ability to shop online from anywhere were among the top motivations driving mobile shoppers. For example, in Mexico, two-thirds of smartphone shoppers preferred this device due to availability of shopping applications that help them save time. Besides smartphones, tablets were also used by many mobile shoppers and even accounted for a higher share of M-Commerce orders in countries like Belgium and the Netherlands, though in both markets mobile transactions are growing faster on smartphones than on tablets.
Despite the rapid growth, some barriers to M-Commerce remain. For example, close to half of consumers in France named the security of personal data as an issue, and in the USA, secure access was the mobile shoppers’ top requirement to shopping applications, as yStas.com’s report reveals. Furthermore, there are still issues with mobile website usability, as close to one in three online buyers in emerging markets including Russia, South Africa, Brazil, as well as in tech-savvy Singapore and the advanced Switzerland, said that mobile websites weren’t easy to use. Nevertheless, the future of global M-Commerce is bright, as the growing smartphone penetration enables wider access to mobile shopping.
1. Management Summary
2. Global Developments
- Number of Active Mobile Broadband Subscriptions Worldwide, in millions and per 100 Inhabitants, by Regions, 2011 – 2016e
- Number of Smartphone Connections, in millions, by Region, 2010-2021f
- M-Commerce Share of Total B2C E-Commerce Sales, in %, 2016 & 2021f
- Mobile Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q2 2016
- Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, 2016
- Mobile Shopper Penetration, by Total and Via App, in % of Internet Users, by Region, March 2016
- Reasons to Conduct Shopping-Related Activities On Mobile Devices, in % of Internet Users, by Region, March 2016
- Types of Websites/Apps Purchased from via Mobile, in % of Mobile Shoppers, by Region, August 2016
- Payment Methods Used in Mobile Shopping, in % of Mobile Shoppers, by Selected Regions, August 2016
- Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, August 2016
- Top 6 Countries by Share of Internet Users Who Made a Purchase via Mobile App, in %, March 2016
- Mobile Shopper Penetration, in % of Online Shoppers, by Selected Countries and Territories, February 2017
- Share of Online Shoppers Who Believe that Mobile Sites Are Not Easy to Use, in % of Online Shoppers, by Selected Countries and Territories, February 2017
- Top 3 Technology Investments Planned by Retailers, by In-Store and Outside of Store, in % of Retailers, February 2017
3. Asia-Pacific
3.1. China
- M-Commerce Sales, in CNY billion and in % of Total Retail E-Commerce Sales, by Four Comparative Estimates, 2014 – 2020f
- Number of Mobile Internet Users, in millions, and Penetration, in % of Internet Users, 2012 – 2016
- Number of Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 – 2016
- Ways Used to Access E-Commerce Websites, in % of Online Shoppers, 2016
- Mobile Shopping Apps Installed, in % of Online Shoppers, 2016
- Breakdown of Number of Mobile Shopping Apps Used, in %, 2015
- Share of WeChat Users Who Have Shopped from WeChat, in %, and Breakdown of Channels Used for Shopping from WeChat, in %, January 2016
3.2. Japan
- M-Commerce Sales, in JPY trillion, and Share of B2C E-Commerce Sales, in %, 2015 & 2016
- M-Commerce Sales, in USD billion, and Share of B2C E-Commerce Sales, in %, 2013 – 2016e & 2020f
- Number of Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014-2020f
- Top 3 Mobile Shopping Platforms by Number of Users, in millions, Audience Reach, in %, and Year-on-Year Change, in %, May 2016
3.3. South Korea
- M-Commerce Share of B2C E-Commerce Sales, in %, 2016
- M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2014-2016
- M-Commerce Sales by Product Category, in KRW billion, and M-Commerce Share of E-Commerce Sales in Each Category, in %, 2016
- Smartphone Penetration by Age Group, in % of Individuals, Q3 2016
- Online Shopper Penetration, by Device and Total, in % of Internet Users, Q3 2016
- Breakdown of Devices Most Used for Online Shopping, in % of Online Shoppers, January 2017
- Mobile Shopper Penetration, in % of Internet Users, by Age Group and Total, Q3 2016
- Top E-Commerce Platforms Purchased from, in % of Mobile Shoppers and PC Shoppers, January 2017
3.4. Australia
- Smartphone Penetration, in % of Adults, June 2015 and June 2016
- Frequency of Mobile Shopping, in % of Mobile Shoppers, August 2016
- Reasons for Online Shopping Via Mobile Devices, in % of Mobile Shoppers, August 2016
- Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016
3.5. India
- M-Commerce Sales, in USD billion, and Share of Retail E-Commerce Sales, in %, 2015 – 2020f
- Smartphone Users, in millions, 2016e & 2020f
- Breakdown of Online Spending by Mobile and Desktop/PC, in %, May 2016
- Mobile Shopper Penetration, in % of Smartphone Users, and Breakdown of Intention to Shop via Mobile in the Future Among Non-Mobile Shoppers, in %, 2016
- Breakdown of Mobile Shoppers by Preferring Mobile Apps and Mobile Websites for Shopping Through Mobile Phone, 2016
3.6. Indonesia
- Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2016
- Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, by Age Group, August 2016
- Share of Mobile Connected Device Owners Who Purchase via Mobile Device and Who Use a Mobile App to Make a Purchase, in %, Q1 2016
- Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
3.7. Thailand
- M-Commerce Spending, in THB billion, and Share of Total Online Spending, in %, 2016e – 2018f
- Smartphone Penetration, in % of Individuals, 2012-2016
- Devices Used to Access the Internet, in % of Internet Users, Q1 2016
- Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
- Top Smartphone Activities, incl. “Purchase”, in % of Internet Users, October 2015
- Share of Internet Users Conducting Selected E-Commerce Activities via Mobile Devices Compared to Computers, in %, May 2016
3.8. Singapore
- M-Commerce Share of B2C E-Commerce Sales, in %, 2011 – 2015
- Average M-Commerce Share of Online Spending, in %, 2016
- Number of Mobile Phone Subscriptions by 2G, 3G and 4G, in thousands, 2011-2016
- Breakdown of Devices Used for Research and Purchase Online, in % of Online Shoppers, September 2016
- Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
- Drivers and Barriers to Mobile Purchases, in % of Mobile Shoppers, August 2016
3.9. Malaysia
- M-Commerce Sales, in MYR million, and Share of Total B2C E-Commerce Sales, in %, 2013 – 2020f
- Devices Used to Access the Internet, in % of Internet Users, 2015
- Top 20 Activities Conducted via Connected Mobile Devices, incl. Shopping-Related, in % of Internet Users, March 2016
- Share of Online Shoppers Buying via Smartphones, in %, November 2016
- Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
3.10. Vietnam
- Mobile 3G Connections, in millions, 2013 –2016
- Smartphone Users, in millions, and Penetration, in % of Population, 2015 – 2020f
- Devices Used for Online Shopping, in % of Online Shoppers, August 2016
- Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
3.11. Philippines
- Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014 – 2020f
- Breakdown of Internet Traffic, by Device, in %, April 2016 & April 2017
- Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile Apps, in %, June 2016
4. Europe
4.1. Regional
- Devices Used to Access the Internet, in % of Individuals in the EU, by Country, 2016
- Mobile Shopper Penetration, by Selected Countries and Regional, in % of Mobile Device Owners, April 2016
- Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
- Number of Mobile Shoppers, in millions, Mobile Shopper Penetration, in % of Online Shoppers, Annual Mobile Spending per Shopper, in EUR, by Selected Countries, January 2017
- Breakdown of Online Spending by Device, in %, by Selected Countries, January 2017
- M-Commerce Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q4 2015 & Q4 2016
- Breakdown of Frequency of Mobile Shopping, in % of Mobile Shoppers, by Selected Countries, August 2016
- Reasons for Purchasing Online via Mobile Devices, in % of Mobile Shoppers, by August 2016
- Share of Online Shoppers Who Consider the Adaptation of Website to Mobile as an Important Criteria When Buying Online, in %, October 2016
4.2. UK
- M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2014 – 2020f
- M-Commerce Sales by Device, in GDP billion, and Share of M-Commerce Sales, in %, 2014 – 2020f
- Breakdown of M-Commerce Sales by Smartphone and Tablet, in %, December 2015 & December 2016
- Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017f
- Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
- Shopping-Related Activities Conducted via Mobile, in % of Smartphone Owners, July 2016
- Top 3 Mobile Shopping Apps Installed, in % of Smartphone Owners Who Installed Mobile Shopping Apps, July 2016
- Top 10 Retail Websites Visited on Smartphones and Tablets, by Rank, December 2016
4.3. Germany
- M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 – 2020f
- Breakdown of Online Purchases by Mobile and PC, in %, 2015 & 2016
- Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2016
- Share of Mobile Shoppers Who Use Apps for Purchase, in %, by Tablet and Smartphone Shoppers, 2016
- Product Categories Purchased via Mobile, in % of Mobile Shoppers, by Smartphone and Tablet, February 2016
4.4. France
- M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 – 2020f
- M-Commerce Share of B2C E-Commerce Sales, in %, Q1 2016 & Q1 2017
- Activities Conducted via Mobile Devices Before Purchasing, in % of Online Shoppers, September 2016
- Top 3 Barriers to M-Commerce, in % of Internet Users, February 2016
- Top 5 E-Commerce Platforms by Monthly Unique Visitors on Mobile, in millions, Q2 2016
4.5. Russia
- M-Commerce Share of B2C E-Commerce Sales, in %, 2016
- Mobile Devices Used to Access the Internet, in % of Internet Users by Gender, Area and Total, 2016
- Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
- Product Categories Purchased via Smartphone, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
- Breakdown of Latest Mobile Purchase by Purchase Made through App and Browser, in % of Mobile Shoppers, in %, 2016
- Top 10 E-Commerce Platforms Purchased From via Mobile Devices, in % of Mobile Shoppers, 2016
4.6. Spain
- M-Commerce Share of B2C E-Commerce Sales, in %, 2015 & 2016e
- Mobile Shopper Penetration, in % of Online Shoppers, 2015 & 2016
- Product Categories Purchased via Mobile Devices, in % of Online Shoppers, 2016
4.7. Italy
- M-Commerce Sales, in EUR billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 & 2016
- Breakdown of M-Commerce Sales by Product Categories, in %, 2016
4.8. Netherlands
- Breakdown of Online Purchases by Device, in %, Q1 2016 & Q1 2017
4.9. Belgium
- Breakdown of Online Spending by Device, in %, Q1 2016 & Q1 2017
- Devices Used for Online Shopping, in % of Online Shoppers, 2016
- Top 20 Product Categories to Purchase via Mobile Devices, in % of Future Mobile Shoppers, April 2016
5. North America
5.1. USA
- Smartphone Penetration, in % of Adults, by Age Group and Total, November 2016
- Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphone, Q1 2016 & Q1 2017
- M-Commerce Sales, in USD billion and in % of B2C E-Commerce Sales, by Three Comparative Estimates, 2015 – 2020f
- Breakdown of M-Commerce Sales by Device, in %, 2015 – 2020f
- Breakdown of M-Commerce Sales, by Smartphone, Tablet, App and Browser, in %, 2015
- Mobile Share of Time Spent on Retail Category and of E-Commerce Spending, in %, 2016
- Product Categories Purchased via Smartphone, in % of Mobile Shoppers, October 2016
- Preference for Apps and Mobile Websites When Performing Shopping-Related Activities via Smartphone, in % of Mobile Shoppers, October 2016
- Preferred Mobile Shopping App Features, in % of Mobile Shoppers, October 2016
- Top 4 Retail Mobile Apps by Unique Visitors, in thousands, and Year-on-Year Change, in %, June 2016
5.2. Canada
- Smartphone Penetration, in % of Population, 2016e
- Mobile Shopper Penetration, in % of Mobile Device Users, October 2016
- Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, October 2016
6. Latin America
6.1. Regional
- Breakdown of E-Commerce Sales by Device, in USD billion, 2015-2019f
- M-Commerce and E-Commerce Sales CAGR, in %, by Selected Countries, 2015-2019f
- Mobile Commerce Sales, by Smartphone and Tablet, in USD billion, by Selected Countries, 2015
- Number of Smartphone Users, in millions, by Selected Countries, 2014-2020f
- Breakdown of Frequency of Mobile Shopping, in % of Mobile Shoppers, by Selected Countries, August 2016
- Reasons for Purchasing Online via Mobile Devices, in % of Mobile Shoppers, by Selected Countries, August 2016
6.2. Brazil
- Breakdown of E-Commerce Sales by Device, by Segment, in USD billion, and M-Commerce Share of E-Commerce Sales, in %, 2015
- M-Commerce Sales Share of B2C E-Commerce Transactions, in %, January 2011 – January 2017
6.3. Mexico
- Mobile Shopper Penetration, in % of Mobile Internet Users, August 2016
- Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016
- Reasons to Choose a Specific Device for Online Shopping, in % of Online Shoppers on the Respective Device, 2016
6.4. Argentina
- M-Commerce Share of E-Commerce Companies’ Revenues, in %, 2015 & 2016
- Breakdown of Devices Used in Last Online Purchase, in % of Online Shoppers, 2016
7. Middle East & Africa
7.1. Regional
- Smartphone Penetration, in % of Population, by Selected Countries in the Middle East and Africa, April 2017
- M-Commerce Share of B2C E-Commerce Transactions in GCC, in %, 2016
- Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2015
7.2. UAE
- M-Commerce Share of B2C E-Commerce Sales, in %, 2013 & 2015
7.3. Saudi Arabia
- Mobile Shopper Penetration, in % of Smartphone Users, November 2016
7.4. South Africa
- Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, March 2016
7.5. Nigeria
- Mobile Shopper Penetration, in % of Online Shoppers, 2016
- M-Commerce Sales, in NGN billion, 2015 – 2017f
- Alibaba Group Holding Ltd
- Amazon.com Inc
- Groupon Inc.
- JD.com Inc
- Rakuten Inc
- SK Planet
- Tencent Holdings Ltd
- Walmart Stores Inc
- Yahoo Japan Corp.
- eBay Inc
- eBay Korea Co. Ltd.
Quotes of our customers
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As a company that operates on a global level, the research results that yStats.com provides represent significant added benefit for us. The comprehensive analyses are executed quickly and flexibly. Furthermore, they are a reliable resource for helping us to make strategic decisions.
Travis Witteveen, Chief Operating Officer Markets and Operations – Avira GmbH Leading European Software Company
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The valuable market insights that we obtain from yStats.com’s reports are easy to digest, up-to-date and cost efficient compared to buying multiple reports from elsewhere or researching the data in-house. We really value the regular updates and personalized summaries, as well as access to our dedicated account manager so we can easily ask for further information or clarifications. Searching for topics via the website and then being able to download the reports in PowerPoint as well as PDF formats means the service is extremely easy to use and saves us lots of time.
Rachel Bale, Vice President, Global Merchant Development – Mastercard
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For us at Ingenico ePayments, the reports in yStats.com’s Full Access subscription are a great tool to gain insights into the global and regional E-Commerce markets. The accuracy and depth of their data allows for efficient research, even in often very specific payments topics. For us, yStats.com’s products are complementary to in-house and other market data to ensure a more complete view of the global markets.
Gertjan Dewaele, Product Intelligence & Innovation Manager – Ingenico ePayments
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yStats.com quickly and flexibly compiles the information we require. Regardless of whether we need local or transnational data, we always get the best results from yStats.com!
Steve Rotter, Vice President of Marketing – Brightcove, Inc.: Leading Online Video Company
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When we need the latest trends and statistics on the retail, homeshopping and e-commerce market, we turn to yStats.com. yStats.com turns the data into concise information that is objective and reliable. yStats.com delivers a cost-efficient and time saving research service for our company
Dr. Marcus Ackermann, Member of the Executive Board – Bonprix
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The flexibility that yStats.com offers ensures that we always receive analyses, data and reports that match our needs. Fast, objective and to the point!
Iris Stöckl, Director Investor and Public Relations – Wirecard
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Quotes of our customers
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As a company that operates on a global level, the research results that yStats.com provides represent significant added benefit for us. The comprehensive analyses are executed quickly and flexibly. Furthermore, they are a reliable resource for helping us to make strategic decisions.
Travis Witteveen, Chief Operating Officer Markets and Operations – Avira GmbH Leading European Software Company
-
The valuable market insights that we obtain from yStats.com’s reports are easy to digest, up-to-date and cost efficient compared to buying multiple reports from elsewhere or researching the data in-house. We really value the regular updates and personalized summaries, as well as access to our dedicated account manager so we can easily ask for further information or clarifications. Searching for topics via the website and then being able to download the reports in PowerPoint as well as PDF formats means the service is extremely easy to use and saves us lots of time.
Rachel Bale, Vice President, Global Merchant Development – Mastercard
-
For us at Ingenico ePayments, the reports in yStats.com’s Full Access subscription are a great tool to gain insights into the global and regional E-Commerce markets. The accuracy and depth of their data allows for efficient research, even in often very specific payments topics. For us, yStats.com’s products are complementary to in-house and other market data to ensure a more complete view of the global markets.
Gertjan Dewaele, Product Intelligence & Innovation Manager – Ingenico ePayments
-
yStats.com quickly and flexibly compiles the information we require. Regardless of whether we need local or transnational data, we always get the best results from yStats.com!
Steve Rotter, Vice President of Marketing – Brightcove, Inc.: Leading Online Video Company
-
When we need the latest trends and statistics on the retail, homeshopping and e-commerce market, we turn to yStats.com. yStats.com turns the data into concise information that is objective and reliable. yStats.com delivers a cost-efficient and time saving research service for our company
Dr. Marcus Ackermann, Member of the Executive Board – Bonprix
-
The flexibility that yStats.com offers ensures that we always receive analyses, data and reports that match our needs. Fast, objective and to the point!
Iris Stöckl, Director Investor and Public Relations – Wirecard