The rise of mobile commerce is connected to increasing mobile internet usage and smartphone penetration rates. Other reasons behind this growth include the fact that the range of devices supporting mobile commerce is larger, and so are software and services. Retailers, for instance, are developping dedicated apps to provide customers with a secure and smooth mobile shopping experience. Also, digital wallets allow users to make online and in-app purchases with their registered bank accounts or cards without the need to manually input personal details. In fact, among the reasons why online shoppers prefer mobile commerce to e-commerce are speediness and ease of use, at least in Italy. Some product categories appear to be more popular than others. For instance, in 2018, mobile commerce represented 45 percent of total e-commerce for clothing and apparel, compared to 18 percent for tourism and transportation.
Online shoppers are welcoming these new technologies which allow them to shop online safely and rapidly. In selected countries in Western Europe, for example, on average 60 percent of online shoppers purchased goods or services through mobile commerce. This share appeared to be lower in Italy, but the increase in the market size of mobile commerce shows a growing trend which is unlikely to slow down. Faster networks and smartphones, increasingly secure payments, and appealing app designs attract younger generations in particular, but also the more reluctant shoppers.