The rise of M-commerce in a mobile-first economy

16/6/2022

It is no surprise that the use of mobile devices has surpassed desktops globally, whether for commercial or entertainment purposes. Mobile commerce (also known as M-commerce) has experienced a hike in recent years due to a significant increase in time consumers spend on mobile devices, appealing UI, and ease of use of an app compared to a website.

The reasons for this trend vary. For a start, many countries have overcome technological barriers, the main one being the lack of easy access to Internet connections. At present (and especially after the pandemic) many markets have developed into a mobile-first economy, guaranteeing the speed, comfort and security that users had been looking for. According to a report published by DataReportal, in Southeast Asia, between 2019 and 2020, there were 40 million new Internet users, representing 75% of the region’s population, most of them mobile-first.  

Users are also devoting more time online since the pandemic began. For example, Southeast Asia saw an average growth of 10% on time spent on devices. Due to this increase in the frequency of use, mobile purchases also escalated, especially in the food delivery and grocery industry. This is paired with the increase in consumer confidence in online stores. In fact, 40% of consumers have discovered and tried new brands online since COVID-19. 

Mobile devices are an essential part of everyday user habits and stand as a dominant tool in shaping the consumer journey. Today there are 5.22 billion unique mobile users around the world, and 80% of them have an internet connection. M-commerce has the potential to become the main purchase channel and to change the purchasing habits of consumers. In Southeast Asia, for example, 90% of the population use mobile devices, and 49% use e-wallets, a new payment method that was unthinkable just a few years prior. Besides, there are 4.2 billion app downloads across Indonesia, Vietnam and the Philippines, with 24% growth YoY.

According to eMarketer, mobile commerce remains the most preferred channel among consumers globally. By 2024, global mobile commerce retail sales are expected to reach nearly $4.5 trillion, accounting for 69.9% of total retail e-commerce sales. This is intensified even further with technological improvements offering a better experience through loading speed, a responsive design, an easy checkout process and alternative payment methods.

With the rise of M-commerce, it is becoming increasingly important to have the right technological partners to help run an efficient and secure business. More and more data is available, which is essential to learn and understand about the users further, such as providing the best possible experience and improving company conversion rates. Credolabs’ digital features, obtained from anonymous metadata, seek to provide practical information about clients and applicants. Through its technology, credolab evaluates mobile features almost immediately, providing clients with digital knowledge through the analysis of smartphone metadata.

Leveraging the growth of M-commerce, credolab can provide granular information that helps offer a better service to any customer. For example, through smartphone digital fingerprints, credolab can identify client behaviours and interests and interpret contextual information from app downloads (type of app, category of app, download date and more). Digital features can also provide intelligence for cybersecurity and investigators teams to detect fraud attempts. Also, by combining data such as the type of device, operating systems, language settings and phone models with other information available to credolab’s client, it is possible to improve traditional segmentation models into buyer personas - uplifting the conversions of marketing campaigns and lowering the cost of acquisition for lenders.

Consumers from this generation rely on M-commerce and look for a quick and safe experience. Therefore, it is essential to have technological partners, such as credolab, to take care of security and provide a personalised service through analysing smartphone metadata without compromising users' privacy or the company’s reputation.


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