Major trends in mobile commerce in Europe

Mobile commerce is becoming increasingly important in Europe - a continent where mobile devices are more common than anywhere else in the world. The volume of online purchases through smartphones and tablets doubled in 2015 compared with 2014. Now their share is close to 25%.

Twenga analyzed traffic data from smartphones, tablets and computers from more than 4,000 vendors in the UK, France, Germany, Spain, Italy, Poland and the Netherlands to identify current consumer trends.

It is becoming clear that mobile commerce is playing an increasingly important role. And after Google announced that mobile-friendly sites will be tagged and ranked higher in mobile users, it’s important for online merchants to pay even more attention to this.

You can configure payment acceptance from mobile users through our Pay-Mobile solution, it allows you to accept payment through any device that has the ability to enter card data and access the Internet. And for platforms iOS, Android and Windows Phone developed SDK for instant integration.
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The highest degree of penetration of mobile devices in the world

Europe has the highest penetration rate of mobile devices in the world. In Central and Eastern Europe, it is 151%, in Western Europe - 129%. While in North America (101%) or East Asia (92%). These numbers confirm that mobile commerce has a high potential, and we need to adapt to this trend.

Smartphone is the most popular mobile device.

In general, if we talk about mobile devices for shopping on the Internet, the smartphone is the most popular device in Europe. Only in Holland the share of purchases from tablets (59%) is higher than from smartphones.



The study also shows that consumers in the UK are buying the most from smartphones and tablets. At least among the countries of Europe that the authors of the study studied. Germany and Spain were in 2nd and 3rd places. France, although it has the 3rd largest e-commerce market in Europe, occupies only 6th place.



In the Russian market for online sales, the situation is somewhat different. At the end of last year, the total share of mobile users accessing the Internet (and using it) from a phone or smartphone / tablet was 59%. Of these, 17% used their mobile devices for online shopping, 9% paid for the order exclusively from a smartphone and / or tablet. But most often smartphones and tablets were used to select a future purchase - in 30% of cases. These data are published in the report DATA Insight .

The most popular payment tool in Russia is still the personal computer (laptop). However, one should not think that mobile commerce in our country has no prospects. In general, the situation on the Russian market is quite positive. Mobile payments are currently the fastest growing segment. Thus, in the first half of 2015, their turnover, according to J'son & Partners Consulting, exceeded 120 billion rubles. For comparison: the total volume of the mobile payments market for the entire 2014 amounted to about 190 billion rubles. It is expected that by 2019 the market turnover will exceed 850 billion rubles with an average annual growth rate of about 29%.

The share of smartphone penetration in Russia in 2015 increased by seven percent compared with last year and amounted to 73%, while the penetration of tablets in Russia has already become equal to the global one — 1 tablet for every 5 smartphones.

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