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Entrepreneurship | International | Management

M-commerce as the primary sales channel

M-commerce, or mobile commerce, has long accompanied the progress of the Internet. The rise of smartphones and the multiplication of mobile applications have made them a serious competitor to online commerce, and even to shopping in physical stores. Would you like to thrive in a fast-growing sector? Discover our Master of Science MSc In. Digital Marketing to learn how to develop digital in marketing and sales.

How m-commerce began to overcome e-commerce

The rise of smartphones is at the heart of m-commerce growth. With smartphone penetration growing worldwide, consumers are finding it more convenient to browse, search and buy products directly from their mobile devices. This convenience has been amplified by the continuous improvement of the user experience on mobile applications, making the purchasing process smoother and more engaging, as well as by the multiplication of dematerialized payment methods.

M-commerce also benefits from advanced personalization. Mobile applications use data such as location, browsing preferences and purchase history to offer tailored recommendations. This personalized approach increases the chances of conversion and builds customer loyalty.

Another driving force behind the rise of m-commerce is its integration with social media. Platforms like Instagram and Facebook now enable direct purchases via their apps, creating a seamless customer journey that often begins and ends on a mobile device.

Growth in m-commerce and e-commerce sales

M-commerce, characterized by the purchase of products and services via mobile devices such as smartphones and tablets, has grown exponentially. In contrast, traditional e-commerce, although growing steadilyera, is beginning to slow down. E-commerce websites have dominated the market for many years, and thees, but faced with the rise of m-commerce, they must constantly innovate to remain relevant. Although e-commerce sales remain significant, their relative share of total online sales is gradually declining.

In 2022, of the $4500 billion in e-commerce purchases worldwide, $2900 billion will be made on mobile, i.e. around 2/3 of the total. In the United States, over 80% of Americans make their e-commerce purchases exclusively on cell phones!

In France, m-commerce accounts for just under half of all online purchases (48% to be exact), representing sales of €61 billion out of total sales of €129 billion.

Of the planet’s eight billion inhabitants, over six billion now own a smartphone, while only one billion own a computer. The attractiveness of mobile e-commerce is showing no signs of abating.

M-commerce: advantages and disadvantages

Thanks to the ease of access to the internet via smartphones, m-commerce offers a convenient and immediate shopping experience, enabling consumers to browse sites, then choose and buy products anytime, anywhere. This accessibility not only improves customer satisfaction, but also opens up previously inaccessible markets, considerably broadening the company’s potential customer base.

Personalization is another notable advantage of m-commerce. By analyzing user data, mobile applications can offer tailor-made recommendations that increase engagement and encourage repeat purchases. In addition, mobile payment solutions such as e-wallets are transforming the way transactions are carried out, making the purchasing process faster and more secure.

However, m-commerce also faces significant challenges. Security is a major concern, as the frequency of mobile transactions increases the risk of fraud and data breaches, especially when purchases are made outdoors. Cell phones are a particularly popular target for cybercriminals. Companies must therefore invest heavily in security to protect sensitive customer information.

What’s more, although mobile devices offer great convenience, their smaller size can sometimes limit the user experience and make the act of purchasing less comfortable, especially when browsing websites or applications not optimized for mobiles. Dependence on technology can also prove a drawback, as poor connectivity or compatibility issues with certain devices can hamper the shopping experience.

Marketplaces as the main sales channel for mobile commerce

In the dynamic ecosystem of digital commerce, marketplaces have established themselves as the main sales channel for m-commerce. These digital platforms, where various vendors offer their products, have become essential hubs for mobile consumers. First and foremost, mobile marketplaces offer exceptional accessibility and convenience. Consumers can browse a wide range of products from their smartphone, easily comparing prices and reviews. This ease of use is encouraging more and more people to shop via mobile.

These platforms leverage advanced algorithms to deliver personalized recommendations, enhancing the user experience and boosting conversion rates. They also offer increased engagement through push notifications and special offers, strengthening customer loyalty.

For sellers, mobile marketplaces represent both a challenge and an opportunity. They require careful optimization of product listings and a targeted marketing strategy. However, they also offer greater visibility and access to a wider audience.

Tips to increase your mobile commerce sales

Tip 1: Optimize your site for mobile devices

Make sure your site and applications are fully optimized for mobile devices, with fast loading times and intuitive navigation.

Tip 2: Simplify the user experience

Create a smooth, frictionless shopping experience. This includes simplified check-outs and a wide range of secure payment options.

Tip 3: Personalize

Use user data to deliver personalized experiences and product recommendations.

Tip 4: Invest in communication

Don’t hesitate to invest in targeted mobile marketing, including social network advertising, SMS marketing and push notifications.

Tip 5: Don’t neglect customer service

Provide fast, efficient customer service, with live chat options to help mobile customers.


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