Mobile devices, particularly smartphones, are a nearly inescapable part of consumers’ daily lives. Consumers have come to rely on these devices for practically every facet of daily life, including mobile commerce (mcommerce).
Over 60% of US adults believe that mobile shopping is a necessity for convenience in online shopping, according to a December 2022 Morning Consult poll. While not as important as home delivery, free shipping, or free returns, mobile ranks highly among the reasons why US consumers shop online.
Consumers’ increased use of smartphones to shop underscores the imperative for retailers and online marketplaces to create well-designed, easy-to-use experiences for both their mobile websites and apps. Per eMarketer’s June 2023 forecast, on average, US mobile phone users will spend just 3 hours and 15 minutes (3:15) per day on their phones in 2024.
As smartphone use increases, so too do mcommerce sales. In 2024, US retail mcommerce sales will reach $558.29 billion, and account for 7.4% of total retail sales, according to a November 2023 eMarketer forecast. Further, mcommerce is estimated to make up 44.6% of total US retail ecommerce sales in 2024.
In this guide, we break down the different mcommerce trends that retail and commerce marketers should be aware of to reach their target audiences.
Smartphones and social media usage go hand in hand as Instagram, TikTok, and other platforms are predominantly app-based. US mobile phone users will spend an average of 1:14 per day on social networks, according to eMarketer’s June 2023 forecast.
Due to social media’s role as a discovery point for new products (from brand accounts, influencer content, or sponsored ads), adding shopping capabilities just made sense for social platforms. Shoppable media can enable seamless purchases through