Mobile commerce (or m-commerce) is reshaping Europe's e-commerce landscape. Across the globe, mobile purchases are growing rapidly—projected to reach $2.52 trillion in 2025, up from $2.2 trillion in 2024—a 16% increase year-over-year.

In Europe, mobile devices now account for an estimated 60% or more of all e-commerce transactions, aligning with global trends. One analysis forecasts mobile will drive 78% of all e-commerce traffic by 2025, while another highlights that approximately 70% of purchases happen via mobile apps rather than mobile web.

European E-Commerce Market Snapshot

• Total online retail revenue in Europe reached around US$530 billion in 2024, positioning it as the third-largest global e-commerce region.
  
• According to Eurostat, 77% of EU internet users aged 16–74 made an online purchase in 2024, up from 59% in 2014.
  
• Key demographics: the 25–34 and 35–44 age groups remain the most active online shoppers.
  

Why Europeans Buy on Mobile

1. Speed and Convenience

• 75% of consumers make mobile purchases to save time.
  
• Digital wallet use (Apple Pay, PayPal) is growing sharply in Europe, driven by younger users and the adoption of buy-now-pay-later (BNPL) services.
  

2. Optimized Experiences

• App users view 4.2 times more products per session than mobile-web visitors and convert at three times higher rates.
  
• Apps experience just 20% cart abandonment, versus 68% on desktop and 97% on mobile web.
  

3. Security and Trust

• Nearly 45% of Europeans report encountering online scams, making secure payment methods a top priority.
  

Market and Business Trends

• Mobile optimization is non-negotiable: over 61% of Google visits come from mobile devices.
  
• Social commerce is on the rise, with about 40% of mobile e-commerce purchases now happening via social platforms.
  
• Major players like Prosus are expanding e-commerce operations in Europe and expect strong growth in the mobile sector.
  

Challenges and Opportunities

Opportunities

• App-first strategies: delivering fast, intuitive experiences with higher conversion rates.
  
• Diversified payment methods: mobile wallets and BNPL support increase customer satisfaction.
  

Challenges

• Security concerns: Addressing fraud is essential to maintain trust.
  
• Device and UX optimization: poor mobile UI leads to lost customers—67% cite usability issues as a deterrent.
  

Europe's m-commerce boom is unstoppable. With mobile devices expected to account for over three-quarters of online retail traffic—and mobile apps vastly outperforming mobile web—businesses must pivot to mobile-first strategies. Prioritizing intuitive app experiences, secure digital wallets, and seamless social commerce integration can unlock significant growth in one of the world’s largest e-commerce markets.

The post The Rise of Mobile Commerce in Europe - 2025 Update appeared first on Cross-Border Magazine.

According to

Influencer marketing is still an unclear subject. As a YouTuber himself, Van Teylingen is able to provide clarity and show successful and less successful cases. Reading into the subject is extremely important for marketers who want to start with influencer marketing. Doing good research in advance can determine if there is a match between the brand and the influencer.

There are many pitfalls between these two parties. Van Teylingen says: “If an influencer has something at its disposal, then it is data. Be critical as a brand, but also let go of the judgments about influencer marketing. Do not put everyone in one place. It is also important to analyse what the right platform is for you as a brand. There is no holy grail, it is and remains custom work.”

Controlling influencers

In five years, Van Teylingen believes that marketing will be under more control. Purchased followers, subscribers, views and likes will then be filtered (better than now) by software. He hopes that influencers will increasingly see themselves as a brand and that they will adopt that attitude. Indeed: professionalisation. In addition to this, Van Teylingen thinks that more and more brands will become influencers themselves. Ultimately, every company will also have to become a media company - but with the right partners.

The post Fake influencers will soon get caught appeared first on Cross-Border Magazine.

Samsung has cancelled two media events in China regarding the new foldable ‘Galaxy Fold’. It also postponed the launch in the US after various flaws were discovered by journalists who were allowed to test Samsung’s latest invention.

According to The Wall Street Journal, the American launch of the first foldable smartphone (which will cost approximately 2020 euros) was planned for April 26, will not take place. This also brings uncertainty to the European launch that is planned in May. Samsung has confirmed the delay and promised to provide clarity within a couple of weeks. In Singapore and Spain, other events have been cancelled as well.

Defects in Samsung Galaxy Fold

Even after various defects were found, Samsung initially announced that the launch would continue as usual. There were various problems with the new Galaxy Fold: a number of reviewers removed a protective layer that they had mistaken for a protective screen-layer. The layer, that is part of the screen, releases more quickly than intended. After removal, the screen goes black or starts flashing. Nevertheless, various problems have been reported after two days of normal use as well.

The incidents are worrying, as only a limited amount of American journalists have borrowed the device. The screen of the Galaxy Fold is made of plastic, instead of glass, which is, therefore, more sensitive. The smartphone is supposed to fold over 200,000 times without showing any problems. Samsung now recognises that weaknesses around the edges of the screen are detected and that measures have to be taken in order to improve protection.

Update: it is still unknown when Samsung will release the Galaxy fold.

The post Samsung postpones launch of Galaxy Fold appeared first on Cross-Border Magazine.

Mobile e-commerce retail sales will make up 24% of all US e-commerce sales in 2019. That accounts for an estimated amount of 203.94 billion dollars. Desktop purchases are still dominating with 331.85 billion dollars in 2019, but the growth rate is only 5%.

Over 50% of the smartphone users this year are going to make a minimum of one online purchase from their device. The average smartphone buyer will annually spend 1763 dollars. Especially younger shoppers are shopping through apps, compared to the rate of older demographics. Bizrate Insights, of the internet users aged 18-34 in the US, a striking 61% used a retail app on their mobile phone to order products or services in the past month.

Mobile: a top channel to order

A Brand Content Survey executed by Adobe in 2019 shows something in line with this conclusion. This research concludes that 29% of the digital device users in the US, aged 18-22, names the mobile app of a brand as top channel used to order a product. The combined data also shows that tablets have a purchase penetration of 69.7%. However, there are a lot less monthly active users and less growth than smartphones.

Retail e-commerce sales via tablet are expected to value 63.12 billion dollars in 2019. This accounts for a year over year growth rate of 9.9%.

This increase in the usage of mobile apps serves as a valuable data source for marketers as well. According to a survey conducted by Advertiser Perceptions and MightyHive, 82% of digital marketers in the US believe that mobile app analytics data plays an important role in marketing and advertising decisions.

The post Mobile sales will account for 34% of all US e-commerce sales appeared first on Cross-Border Magazine.

(Shopping)apps are an important driver of online sales. On a year-over-year basis, an increase of 30% of the share of in-app transactions was found. In regard to this, customers are more likely to convert when shopping on a dedicated shopping app instead of a mobile website.

The post Online mobile transactions in Europe up to 44%, APAC to 51% appeared first on Cross-Border Magazine.

China
China and the APAC-region were driving global online sales. Chinese e-commerce retailers enjoyed significant double-digit growth at nearly 23 percent. In the first half of 2018, the online share of technical consumer goods sales in China reached over 30 percent. Unlike the US and Europe, where internet penetration levels are at 80 percent or higher in most countries, China’s internet penetration is still low at 55 percent as much of its population is located rurally. However, further investments in China’s infrastructure will set the ground for the further growth of internet usage - and thus - online sales. The Chinese e-commerce giants from China will focus on product categories in Europe, mostly in products that have shown some high levels of online growth during the first half of this year. Examples of these categories are telecommunication (21%), consumer electronic goods (22%) and small domestic appliances (28%). “These are the products to watch for increasing levels of online sales activities,” GfK writes.

M-commerce
The growing number of tech-savvy consumers increases the number of consumers using a smartphone or tablet to buy products online. The mobile device will become ever more important in Europe as a shopping tool. Here, the influence of Chinese e-commerce giants can be seen, as they are well positioned in the area of m-commerce through many years of experience in their home markets.

Competitive advantages for European key players
According to GfK, strong alliances amongst key players in Europe will be able to address these new challenges in the retail sector. Partnering retailers will take competitive advantage of their unique omnichannel selling propositions – allowing them to bring the best on- and offline shopping experience to their customers through new technologies, joint innovation activities, and co-investments into big data analytics. As much as the ongoing changes in Europe can be seen as most disruptive for technical consumer goods retailing, ‘traditional’ retail has not lost its attraction: The percentage of consumers who believe that physical stores today are less important than a few years ago has not changed over time (2015: 43 percent vs 2018: 43 percent).

The post Online sales of technical consumer goods gain ground in Europe appeared first on Cross-Border Magazine.

Mobile commerce becomes an increasingly important tool for Nordic online shoppers. The smartphone is used for more purposes when shopping online. Researching, checking stock and price tags, asking for advice and of course, purchasing are the main reasons to shop whit a mobile device. Almost 36 percent of Nordic consumers said they made one or more purchases with their phone, which is much higher than the 26 percent of 2016.

The post E-commerce in the Nordics: €20.6 billion in 2017 appeared first on Cross-Border Magazine.

According to research from eHandel, it is the smartphones that account for the big growth, regardless of whether you look at revenue, orders or visits. Logically, desktop visits are decreasing. eHandel predicts they will fall below 30 percent for the first time ever.

A similar development in rise or decline from sources can be seen when it comes to revenue. Mobile devices are expected to account for more than half the e-commerce revenue. Total revenue coming from a large part of smartphones alone (48%).

The post 64% of Swedish e-commerce traffic is mobile appeared first on Cross-Border Magazine.

Focus on m-commerce

JD.com will try to claim a place in the European market(s) and will focus on m-commerce in particular, according to EcommerceNews. This is mainstream in China already, and is still growing quickly in the European market(s). Besides this focus on m-commerce, JD.com is known for its great logistic service in China. In their home market, about 92% of all orders are delivered within 24 hours, which is far from common in a market like the Chinese.

Currently, JD.com is focusing on France, where it is intensively investing in the market. Afterwards, other European e-commerce countries like Germany, the UK, and the Netherlands are likely to follow.

The post JD.com is coming to Europe! What to expect? appeared first on Cross-Border Magazine.