M-Commerce Market Grows
August 1, 2014
Poland’s mobile commerce market is growing by leaps and bounds. Last year it was worth half a billion zlotys and this year that figure is expected to double, according to a report commissioned by mGenerator.pl, a service that enables retailers to create their own mobile pages and smartphone-friendly online stores.
It is estimated that traffic generated in Polish online stores by users of mobile devices has increased by 130 percent since the beginning of last year. The reason for this rapid growth is mainly that all kinds of mobile devices are becoming increasingly popular in Poland. According to the Mobile Marketing in Poland 2013/2014 report based on a survey conducted by TNS Polska, 44 percent of Poles now have smartphones and tablets—and make increasing use of them. The introduction of mobile technologies has become a priority for many Polish businesses.
Since the beginning of this year, Polish consumers have seen intensified investment by companies in the development of mobile technologies in various sectors—from online shopping via smartphone to mobile banking and payments.
Krzysztof Urban, managing director of mytaxi, a taxi-ordering service that enables contact between the driver and the passenger, said, “One of the most important elements of this investment is appropriate adaptation of software for the mobile version so that it is intuitive for the user and that mobile services are more convenient than traditional ones. Another priority is payments via mobile devices.”
Having a mobile version of their business brings a number of benefits for retailers. It also benefits customers. For example, geolocation—identifying the location of a smartphone or tablet user—makes it possible to send a potential customer the right offer at the right time, such as when they happen to be passing by a stationary point of sale. With mobile devices, retailers can also provide personalized content and offers for customers.
“What counts is understanding the market and the habits of smartphone users,” says Urban. “Companies that wish to offer their services or sell goods via the mobile channel must make sure their solutions bring added value to the user, i.e. that they are faster and more convenient than those hitherto known to them.”
According to experts, having a mobile-friendly internet business will slowly become a necessity that will determine the competitiveness of companies on the market.