Online shopping has now become a mobile-first activity. This transition reflects changing attitudes towards m-commerce and signals a new era of growth for other purchasing avenues heavily reliant on mobile.
Continued growth for m-commerce will pave the way for location-based retail, AR shopping experiences, social commerce and mobile payments to take on a more prominent role in the consumer’s path to purchase. In culmination, these trends will build a much sleeker, more flexible and more personalized purchasing experience centered around the smartphone, both online and offline.
In the Middle East & Africa region, 34 percent digital users are buying via their mobiles each month.
