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Last year, mcommerce drove 55.0% of total holiday ecommerce sales and 10.9% of total holiday retail sales. And despite鈥攐r possibly because of鈥攁ll of the uncertainty around tariffs, we expect mobile鈥檚 share of holiday sales to keep growing.

The growing significance of mobile commerce is evident, with many Mother鈥檚 Day online shopping orders occurring on smartphones. This trend highlights the necessity for retailers to optimize their websites with fast loading times, mobile-first designs, and convenient mobile payment options to cater to the increasing number of mobile shoppers.

Mcommerce sales growth will slow again this year as the market normalizes from the pandemic peak. But the channel is growing twice as fast as desktop as people do more online shopping on smartphones.

Mcommerce continues to defy the slump in online sales as people turn to their smartphones for savings and social media transforms Gen Z buying habits.

Mcommerce is fueling ecommerce growth. Mobile will account for two-thirds of net online sales growth between 2024 and 2028. Mcommerce (sales made on smartphones, tablets, and other mobile devices) will represent nearly $316 billion of the total $476.64 billion in incremental retail ecommerce sales growth through 2028.

Mcommerce continues to gain share of online retail sales. Mcommerce sales will rise 6.0% in 2024 to reach $310.49 billion this year. Growth is supported by an increase in the number of people buying via mobile devices. In the former EU-5 countries, there will be 141.6 million mobile buyers in 2024鈥攗p from 116.8 million in 2019鈥攔eaching over 150 million by the end of 2028.

Why this matters: This tie-up can make Synchrony鈥檚 Pay Later options much more widely available both in stores and for mcommerce purchases, boosting Synchrony鈥檚 BNPL volume. And the rewards integration will help make Synchrony a more competitive issuer. Discover already has the same partnership with Apple Pay, and we expect other issuers to follow suit.

Mcommerce sales are rising faster than ecommerce sales. Mcommerce sales will increase 5.0% to 拢101.84 billion ($126.62 billion) in 2024 as consumers shop more on smartphones and tablets, per our forecast. By 2028, 58.5% of ecommerce sales will take place on mobile devices鈥攁lmost one-fifth (17.9%) of total retail sales.

But France鈥檚 programmatic market is still biased toward nonmobile due to consumers鈥� slight preference for desktop ecommerce over mcommerce. In North America, connected TV (CTV) is carving out a slice of programmatic display ad spending.

Mcommerce is driving most of the growth in online sales. Of the $96.87 billion extra spent on ecommerce in the US this year, mcommerce will contribute 61.4%. The channel hasn鈥檛 escaped the wider slowdown in ecommerce, but sales via mobile devices are still growing at twice the rate of sales via desktop devices.

Mcommerce will account for almost half (49.8%) of US ecommerce sales by 2027, according to our forecast.

As US mcommerce sales approach nearly half of total US online sales, marketers need to adopt mobile-first strategies that improve both the shopping and checkout experience. For those looking to boost adoption for their mobile shopping apps, banner ads are the best deal, though more interactive ad formats could become popular as retailers gamify their apps.

Smartphones will continue to gain ground as digital sales shift away from computers and tablets. In 2027, mcommerce (sales made on smartphones, tablets, and other mobile devices) will near the tipping point of half of ecommerce sales.

Shoppers are relying on their smartphones more, as enhancements in mobile payments, social media checkout, and retailer apps make purchases easier than ever. This year, US shoppers will spend $558.29 billion on their mobile devices, accounting for 44.6% of overall ecommerce sales, according to our November 2023 forecast. We delve into the consumer embrace of mcommerce, unpacking three key drivers.

Mobile commerce is driving a growing share of retail ecommerce orders: That puts the onus on retailers to create well-designed, easy-to-use experiences for their mobile websites and apps