E-commerce is booming, which has caused the popularity of m-commerce
According to Ecommerce News, more than one-third of Dutch consumers prefer using their mobile phones while shopping.
Not only do consumers use their smartphone during online shopping: a mobile search also precedes purchases in brick-and-mortar stores.
The newly published Klarna’s report shows that m-commerce is becoming more popular. Over 13.000 consumers in 13 countries were asked about their mobile shopping habits. In the Netherlands, the preference for the smartphone as a shopping device increased significantly between Q2 and Q4 in 2021: from 28% to 34%.
On the other hand, the preference for desktops and laptops declined in that same period, from 60 percent to 52%. When comparing the different age groups, millennials appear to be the most active mobile shoppers. At least 48% of them prefer shopping on their smartphones, followed by 43% of Gen Z shoppers.
Another notable finding in the report is the phenomenon webrooming, meaning online research. Online shoppers often compare prices for products in competing online stores, but according to the report, shoppers in brick-and-mortar stores are doing that as well.
Only 12% of Dutch consumers don’t conduct any online research before buying clothes or shoes in brick-and-mortar stores. This share is 14% for electronics and 20 percent for beauty products.