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  • Writer's pictureAgilitas d.o.o. Sarajevo

Mobile commerce (mcommerce) is rapidly evolving, with several trends shaping its landscape in 2024


1. Ultra-Responsive Mobile Site Design: Websites optimized for mobile are crucial due to Google's mobile-first indexing. This enhances user engagement, conversions, and search engine visibility.

2. Retail Mobile Apps: These apps offer smoother navigation and personalized experiences, leading many businesses to transition from e-commerce to m-commerce for better sales and customer engagement.

3. Zero-Party Data Personalization: As privacy regulations tighten, businesses use zero-party data (voluntarily provided by customers) for personalization without infringing privacy.

4. Metaverse Integration: Brands engage consumers in virtual spaces within the Metaverse, offering new markets for virtual products and experiences.

5. Location-Based Marketing: Utilizing location data for targeted ads and offers enhances user experience and drives foot traffic and conversions.

6. Video Marketing Dominance: Video content, particularly on platforms like YouTube Shorts and TikTok, is increasingly used for product showcasing due to higher engagement and conversion rates.

7. QR Code Integration: QR codes are used for various purposes, from providing product information to enhancing user engagement in marketing campaigns.

8. Social Commerce Surge: Businesses sell directly on social media platforms, streamlining the purchase process and encouraging impulsive buying.

9. One-Click Ordering: This simplifies the checkout process, reducing cart abandonment rates and enhancing customer satisfaction.

10. Voice Commerce and Chatbots: These technologies are used for conversational interactions, improving customer service and the overall shopping experience.

In terms of growth, m-commerce is predicted to rise at a 25.5% compound annual growth rate (CAGR) from 2019 to reach $488.0 billion by 2024, making up 44% of e-commerce. Smartphones and tablets are key drivers of this growth. The availability of easy-to-use payment options and attractive user experiences on mobile devices further encourage this trend.


However, there are challenges:

1. Slow and Unstable Connections: M-commerce effectiveness is hindered by slow or unstable internet connections, which affect load times and user experience.

2. Data Privacy: Using mobile devices as data repositories raises privacy concerns, prompting the need for stringent data protection policies.

3. Fragmented Internet Penetration: In some regions, like India, internet penetration rates are below expectations, although this is improving with the increased availability of smartphones and affordable plans.

4. Device Limitations: Small smartphone screen sizes can negatively impact the shopping experience and strain device resources.

These trends and challenges indicate that while m-commerce is growing rapidly, it must overcome certain technical and regulatory hurdles to realize its full potential.

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