Mcommerce will account for the lion鈥檚 share of online sales growth. By 2029, we expect mcommerce to contribute about 70% of incremental ecommerce growth, as consumers increasingly discover products on social platforms and retailer apps. Incumbent retail giants will emerge stronger from the upheaval. Amazon and Walmart will capture roughly half of the total US online sales growth through 2027.
The Mobile Commerce Opportunity (蘑菇AV subscription required). Methodology: Data is from Airship benchmarks between January 2023 and June 2024. Apps with more than 100,000 monthly active users are included in the overall average. Apps running in-app onboarding campaigns are included in the onboarding group.
Despite a slowdown in smartphone sales, innovations in advertising, commerce, AI, and even device form-factors will drive mcommerce and mobile advertising growth in 2024.
Clothing and cosmetic brands could integrate voice options into mobile commerce apps to streamline purchases and encourage repeat orders. Our take: Now is a prime moment for retailers and restaurants to get serious about voice technology. Integrating voice ordering into apps and partnering with in-car platforms鈥攕uch as Apple鈥檚 CarPlay or Google鈥檚 Android Auto鈥攃ould drive impulse buys and build loyalty.
Mobile commerce is growing ahead of total ecommerce as people buy more on their smartphones and will account for 58.5% of total ecommerce sales by 2028. Click and collect is also outpacing the wider market as retailers expand availability amid strong demand. Health, personal care, and beauty is the fastest-growing ecommerce category.