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The love for m-commerce

The e-commerce industry is being shaped by pervasive mobile usage. In Italy, nearly 36 million people actively use a smartphone and by 2027, over 47 million Italians – the vast majority of the population - are expected to surf online via mobile . Even though the average order value on mobile devices has significantly increased in the whole of Europe over the last years, Italy outdoes other EU countries when it comes to mobile shopping . The love for mobile is unlikely to fade away, as six in ten Italian shoppers expect to shop more via mobile over the next five years.

A ‘mobile first’ market

Just in the business-to-consumer (B2C) sector, the Italian mobile e-commerce market was valued at nearly 22 billion euros in 2021, dwarfing the market value of just five years before. In Italy, m-commerce contributes to almost half of the total e-commerce market and plays a key role in retailers' business. Nowadays, all the biggest e-commerce players provide Italian customers with desktop as well as mobile versions of their online platforms.

What apps are for

Shopping apps are essential for mobile transactions, as they offer a streamlined online shopping process together with a user-friendly interface. As e-commerce brands develop them, Italian mobile shoppers find themselves regularly using several apps . More than that, mobile apps enable a series of different pre- and post-purchase services – from keeping track of deliveries and returns to checking the environmental footprint of the purchase, not to mention the in-store use of digital loyalty cards . Since the range of in-app activities is so different, providing everything in a single app seems truly challenging, yet this has become an increasingly wished attribute. Almost two-thirds of Italian shoppers answering a survey believed an all-in-one shopping app would simplify their shopping experience.

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