Mobile commerce (m-commerce) encompasses all commercial transactions conducted on mobile devices such as smartphones and tablets. In its broadest sense, it refers to all commercial activities taking place on these devices. More specifically, it refers to the share of online sales made via smartphones. M-commerce purchases can be made on the go or from home. Generally, users prefer mobile apps or mobile versions of e-commerce websites to make these transactions.
According to a study conducted in March 2023 by Capterra, approximately 53% of consumers regularly use their mobile phones to make online purchases, while 44% prefer to use a computer. Actions such as booking a movie ticket, buying clothing, or reserving a train ticket from a mobile phone fall under the umbrella of m-commerce. Furthermore, m-commerce can also include transactions made via premium-rate numbers or SMS.
The volume of mobile commerce transactions is growing in parallel with the increasing use of mobile devices, although a difference remains between the share of internet browsing done on mobile devices and the share of online transactions carried out on mobile devices within the context of e-commerce. According to data from the Webloyalty Panel, which analyzes around thirty online retail sites, mobile commerce transactions represented 41% of total e-commerce transactions in 2019. These figures are consistent with those of Fevad, the French association of distance selling companies, which estimates the turnover of French mobile commerce at over 40 billion euros, or 39% of total turnover.
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