In just one year, mobile e-commerce has surged considerably. This year’s European survey shows that about three out of four e-commerce consumers have used their mobile phones to shop online. Shopping by mobile is common in all countries surveyed, but even more so in Italy, Spain and Sweden. In Spain and Italy, the poorly developed digital infrastructure – where it’s easier to use a mobile phone than fixed networks in some places – has probably accelerated the trend.
Another factor may be that those groups who shop online differ in the different countries. In the UK, for example, the proportion of people who use their phones to shop online is relatively low, but this may be because a large part of the population shops online – including a greater number of older people with more conservative habits. In Italy, younger people and digitally savvy citizens are more likely to shop online with mobiles and tablets.
To learn more about the diverse European e-commerce market, order your free copy of the ”E-commerce in Europe 2020” report.
Olof Källgren, Market Information Manager, Direct Link