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Global M-Commerce 2017

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

Global M-Commerce 2017

M-Commerce’s share of global online retail forecasted to exceed 50% by 2021

As of 2016, mobile sales accounted for a double-digit share of B2C E-Commerce sales globally and are forecasted to surpass 50% by 2021, underlines the yStats.com report. In specific countries like China, South Korea, and India, M-Commerce’s share already exceeds one-half and continues growing. These countries also had the largest share of digital users who completed purchases through apps, a trend gaining traction worldwide. In Asia, North America, and Europe, apps were also more preferred than mobile browsers. In an effort to contend with this demand, a hefty double-digit share of the world’s leading retailers will invest towards developing more apps this year.

Consumer surveys cited in the yStats.com report reveal that clothes, electronics, books and games made up the leading product categories purchased via mobile. Mobile shoppers were motivated to make purchases due to convenience and the fact that they can do online shopping from anywhere. Mexico provides an example where two in three mobile shoppers preferred mobile devices because shopping apps saved time.

Despite its wide success, M-Commerce is still seeing certain obstacles. The yStats.com report showcases how in a country like France, nearly half of shoppers stated that personal data security is a major concern in mobile buying, and in the USA, where secure access was digital buyers’ leading issue when accessing shopping apps. In addition, the complication of mobile website usability still exists as admitted by nearly one in three digital shoppers in various markets across the globe, including Russia, South Africa, Brazil, Singapore and Switzerland.


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