蘑菇AV

India鈥檚 commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

Retail ended 2024 on a high note as mobile shopping drove ecommerce sales and stores staged a comeback. Will the 2025 holiday season be as fruitful?

Retail mcommerce growth far outpaces both overall ecommerce growth and total retail sales growth. Momentum will continue, maintaining mcommerce transactions on smartphones and tablets through apps and mobile websites as the fastest-growing retail channel through 2029.

Mobile ascendance: AI is also becoming more embedded in mobile shopping, including voice assistant and on-the-go shopping queries: 26% of genAI-driven retail traffic came through mobile in July, per Adobe, up from 18% in January. That鈥檚 a departure from general AI use, where desktop dominates. 94% of ChatGPT referral traffic and 91% of Gemini鈥檚 comes from desktop users, per BrightEdge.

However, the mobile shopping app space is competitive. Not only are more UK retailers launching dedicated shopping apps, but consumers are becoming increasingly picky about what they download. Consequently, downloads are in decline, even as time spent on mobile shopping apps is still rising. Physical loyalty cards are still popular.

Upgrade the mobile shopping experience for ease of use. Ensure that in-demand features, such as order tracking and flexible payment options, are well integrated to reduce friction and enhance convenience. Invest in reaching emerging Gen Z buyers through social commerce channels that can drive mobile shopping. Lean on partnerships to expand reach and diversify risks.

In-store sales growth will be flat, while a modest expansion in ecommerce will be driven almost entirely by the momentum from mobile shopping. Cyber Five will regain momentum amid early sales activity. The long Thanksgiving weekend, led by a strong Black Friday, will slightly outperform overall holiday ecommerce growth.

Propose solutions for brands and retailers to create and maintain a mobile shopping experience that meets consumer demands.

Smartphones are driving the growth in mobile shopping. Tablets have maintained a larger share of the mcommerce market in the UK. In 2025, 35.2% of mcommerce sales will take place on a tablet鈥攃ompared with just 9.1% in the US. However, smartphones account for almost two-thirds of mcommerce sales and will continue gaining share through 2029, when they will account for 65% of ecommerce sales.

Temu and Shein lead with a combination of rock-bottom prices, rapidly changing trends, and gamified mobile shopping experiences proving irresistible to cost-conscious British consumers. Still, high shipping costs and trust concerns limit cross-border adoption.