mCommerce - what is it and how to create a mobile-friendly online store?

5.81 billion people worldwide use mobile phones, which accounts for 70.7% of the global population Digital Global Statshot Report. Smartphones have become the central point of daily life – they are used for communication, work, entertainment, data management, and online shopping. From a data perspective, it is no surprise that mobile commerce, or mCommerce, is now one of the fastest-growing segments in eCommerce. Discover how to leverage the potential of a mobile version of your online store. In this article, you will find key statistics, current trends, and practical tips to help you adapt your sales platform to the needs of today’s mobile users.

Table of Contents:

• What is mCommerce and why is it gaining importance?
• Mobile version of an online store – standard or add-on?
• Smart search and flexible filtering
• Clear interface and effective product presentation
• Login options and authentication methods
• Shopping cart optimization
• Simplified checkout
• Social media integration
• Accessibility and security
• How to create future-proof mCommerce?
• mCommerce – bet on the future of e-commerce

Mobile commerce is a branch of online trade focused on transactions made via mobile devices – mainly smartphones. It includes not only the purchasing process itself, but also all related activities such as browsing offers, mobile payments, or contacting customer service. The growing number of mobile users makes mCommerce a key sales channel for modern online stores. What is its potential and how can you use it in your business? We write about it below.

The global value of online sales using mobile devices in 2018 was $982 billion. In 2023, this value more than doubled – rising to $2,169 billion. According to Oberlo’s forecasts, in 2027 it will exceed $3,400 billion. These numbers indicate that the idea of mobile first is no longer just a trend. It has become a standard according to which entrepreneurs should create and develop their online stores. However, before we move on to tips for improving the mobile version of your e-store, it is worth looking at some important data from the mCommerce market.

• According to the eCommerce in Poland 2024 report, the devices users most often use to browse the web are smartphones (75%), followed by laptops (64%), and much less frequently desktop computers (37%), tablets (17%), or e-book readers (3%).
• Digital and mobile payments account for 49% of online transactions worldwide.
• The total time spent by all internet users browsing shopping apps can reach over 100 billion hours.
• More than half of mobile shoppers check product reviews and opinions before placing an order.

An important parameter is also the global value of the mCommerce market and growth forecasts for the coming years.

Source: Statista

Understanding user needs is a key foundation in creating a mobile version of an online store. 72% of respondents who shop via mobile devices have encountered various difficulties during this process. According to the eCommerce in Poland 2024 report, the most frequently mentioned problems are inconvenient forms (32% of respondents) and websites not adapted to mobile devices (28%).

Smartphone and tablet users have specific habits related to using portable devices, which include performing various gestures such as swiping, tapping, or pinching. Bearing this in mind, it is worth adapting the website or e-store app to these behaviors to ensure smooth and satisfying user experiences. However, this is just one example of the characteristics of mCommerce – it is also important to improve other areas of mobile online stores. We present more of them below.

Many people shopping via mobile devices place orders in a hurry – while waiting in line, on the way to work, or while traveling. For this reason, you should first ensure they can quickly find the products they are interested in.

It is worth first allowing customers to narrow down the offer, taking into account their unique preferences. Using artificial intelligence tools and user data (e.g., purchase history) will help achieve this effect. This way, products that interest customers can, for example, be displayed higher on the homepage or in the recommended products tab.

It is also worth taking care of:

• advanced filtering – a flexible system for selecting chosen parameters makes it easier for users to find products that really interest them. This allows browsing the assortment by selected prices, brands, sizes, colors, or characteristic categories, e.g., material type for shoes or operating system for electronics,
• product scanner – the camera of portable devices combined with AI algorithms (Artificial Intelligence) allows for image-based search. Customers can upload photos of items they are interested in, and the system will try to find similar or identical ones in the store’s database. The camera can also be used as a barcode or QR code scanner, which can be useful, for example, when visiting a physical store and wanting to see the product live before buying online,
• smart search engine – a search engine built, for example, on the Elastic Search engine allows searching for products not only by their full names but also by entering keywords or phrases. The technology also takes into account so-called “typos,” which users often make when typing quickly on touch keyboards. Correctly finding a product despite unintentional errors helps avoid frustration, which in mCommerce can lead to lost conversion potential.

The key to designing an easy-to-read interface is minimalism. The small resolution of smartphones forces mCommerce owners to skillfully design digital space, where every pixel counts and the motto “Less is more” prevails.

Chaotic and data-overloaded interfaces overwhelm mobile customers. An effective mobile store design should at each step present only the information the user needs at that stage of the shopping path. Limiting each screen to one main action potentially increases conversion and positive shopping experiences. Another effective action in designing an interface mainly for smartphones is hiding secondary options in a drop-down menu, which positively affects intuitive navigation in the mobile store.

Maximally simplified and clear views allow for intuitive orientation in the mobile space, which is also important for product presentation. Here, you should ensure a clear visual hierarchy of sizes, colors, and positions of individual interface elements. It is also important to simplify product information as much as possible, i.e., descriptions that should be short and specific, e.g., in the form of bullet points of key features. It is also recommended to remove decorative elements that do not serve a functional purpose, to “clean up” the mobile space and ensure clarity of actions and messages.

Designing the user panel is an integral part of creating an online store, including its mobile version. The fastest and most intuitive login methods are intended to increase user comfort and smoothly guide them through the shopping path. From traditional login methods (e.g., via email address) to convenient access to the user panel via social media – the variety of options in this area should focus on the needs of mobile customers and their ways of navigating the internet.

For example, it is worth using technologies built into smartphones. Biometric authentication features, such as facial or fingerprint recognition, are very popular among mobile device users. These authentication methods allow customers to log in with one click (or one gesture), eliminating the need to remember multiple passwords.

Another important issue in the area of logging into mobile stores is the authentication method during login. In the context of mCommerce, authentication via phone number – for example, via SMS code – turns out to be a more effective alternative to traditional identity confirmation via email address. This form of login is not only much faster but also reduces the risk of user distraction, resulting in a smoother shopping experience.

And what if the customer does not want to log in or create an account at all? After all, they don’t have time, they’re in a hurry, they only have a few minutes for the entire transaction. In such a case, it is important to enable placing orders without registration and then logging in – as a guest.

Imagine a situation where customers browse products in the store on their smartphone, but suddenly, for some reason (e.g., low battery or poor network connection), they lose the ability to continue browsing and, as a result, to place an order. Such a scenario can be anticipated, e.g., by including the option of automatic cart saving. How to effectively prevent shopping cart loss in the mobile version of an e-store?

After a sudden exit, the user may receive an email reminder to complete the order. Thanks to this, previously collected products in the cart will still be visible, and the buyer will be able to proceed to checkout even via another device, e.g., a laptop. This solution not only saves time but also adapts to the individual preferences and ways customers make purchases.

Another preventive measure is creating a solid offline environment for mCommerce. In practice, this means introducing the ability to add products to a wish list or automatically resume shopping in the store interface where it was lost after restoring the lost connection. Thanks to such solutions, the user can continue shopping without interruptions, which significantly increases the convenience of using the mobile store and minimizes the risk of cart abandonment.

A fast and streamlined payment process is proof of user focus. According to a Baymard Institute study from 2023, a properly optimized checkout process can increase conversion by over 36%. How to achieve such results?

For the mobile version of an online store, one step checkout is the standard – a purchasing process closed in a single tab. But that’s not all. It is also worth providing the user with the ability to auto-complete forms and payment methods characteristic of smartphones (e.g., Apple Pay, Google Pay, or BLIK, which accounts for 58% of online payments in Poland – Tpay 2024 report). The variety of payment methods allows customers to complete transactions without having to enter data each time, as with credit cards. Another solution gaining particular recognition, especially among young Generation Z consumers, is deferred payments, i.e., Buy Now Pay Later (BNPL).

A transparent purchasing process, convenient automation, and various payment methods are key elements that significantly simplify the mobile shopping path for customers and directly translate into increased sales in the mobile channel.

Integrating mCommerce with social media has long ceased to be just a marketing tool. It is also a way for convenient shopping and an additional sales channel. Thanks to platforms such as YouTube, Facebook, Instagram, as well as TikTok and Pinterest (especially popular among Generation Z), consumers can not only check the e-store’s offer and read authentic reviews from real users. It is also a place where, while browsing their feed (followed content), they may come across a product they are interested in and buy it directly in the social media app.

Market forecasts indicate that social commerce revenues will reach $6.2 trillion in 2030. An interesting observation is that this type of activity has gained particular recognition in Asian countries (China, Thailand, India), but expansion into Europe is likely, for example, due to the first steps of TikTok Shop at the beginning of 2025. This proves that social commerce not only paves new paths for online trade but also becomes a dominant trend and significantly influences the shopping habits of e-consumers.

People from almost every age group use smartphones. For this reason, it is important that the mobile version of the e-store is designed in accordance with accessibility principles. The goal is to meet the needs of all social groups, regardless of their limitations, which is currently regulated by the EAA. This means that the app or mobile site should take into account aspects such as: clarity and readability of content, compatibility with screen readers and speech, appropriate color contrast, font size, as well as transcription of audio and video materials.

An equally important element of mCommerce is security. To gain customer trust, it is worth paying attention to several key elements. These include: payment security and encryption of sensitive data (e.g., credit card numbers). Mobile stores should also comply with personal data protection regulations (GDPR).

Both accessibility and security play an important role in building customer trust in mCommerce. It is not only an investment that translates into long-term success but also a legal obligation.

A mobile online store is not only about adapting to changing trends but also about effectively implementing new technologies that allow you to create innovative and satisfying shopping experiences. Here are some key solutions that will help you create a mobile version of your platform and adapt it to the dynamically developing needs of customers.

• VR/AR functionalities (Virtual Reality/Augmented Reality) – solutions using virtual reality allow customers to visualize the product before making a purchase. For example, in the fashion industry, customers can try on clothes in virtual fitting rooms, and in home decor stores, see how a given item will fit into their interior. Such an experience not only increases customers’ confidence but also reduces the likelihood of returns, leading to greater customer satisfaction.
• Voice commerce – voice search and the use of virtual assistants such as Google Assistant or Apple’s Siri are everyday life for many smartphone users. Properly implemented voice commerce allows for quick online shopping without the need to use a keyboard or touch screen. The convenience of hands-free shopping improves the overall user experience, especially for busy people who value the shortest possible shopping path, allowing them to save time.
• Push notifications – this tool allows you to build customer engagement. Thanks to them, it is possible to send users personalized messages about news, discounts, and abandoned carts, encouraging them to revisit the site or complete a purchase. This feature keeps customers up to date with news, which helps maintain engagement and a loyal audience.
• Chatbots – provide instant 24/7 assistance. They can not only answer customer questions but also help navigate the store and advise on product selection. When implementing a chatbot in your mCommerce, it is also worth integrating the system with popular messengers (e.g., Messenger, WhatsApp), which will allow customers to communicate instantly at any time. Relatively new tools supporting users during shopping are intelligent AI chatbots and AI Agents. AI chatbots operate in a conversational model, showing much greater flexibility than traditional versions – they can conduct natural and contextual conversations, thus responding faster and more accurately to user needs. AI Agents are more autonomous – their role is to make purchases on behalf of the customer. They can fully automate the shopping process, based on previously defined criteria such as price, size, or preferred brand.

The letter “m” precedes the word “commerce” as often as the traditional “e” in conversations about online trade, and in 2024, as many as 75% of users used smartphones for online shopping. To meet the requirements of this significant group of customers, it is crucial to adapt the sales platform to mobile standards – both in terms of functionality and user comfort. If you want to create mCommerce that truly supports the development of your business, it’s time to consider how to design it from scratch with the mobile user in mind. We are happy to talk about it.