TECH BUYER Jul 2020 - IDC Perspective - Doc # AP44626619

IDC Perspective: Driving Speed and Scale Through mCommerce in the Indian Retail Landscape

By: Rameez Maniar, Vijay Sarathi GollapalliResearch Manager, Mathew Kuriakose

Abstract

Everyone has heard that the future is mobile. However, in retail, this notion even has a larger significance with most customers living their lives on their smartphones while also ordering, posting on social media, and interacting with a brand through the use of these same smartphones. mCommerce closes the gap not only in meeting these customers at their own place of convenience, but also in offering them the ease of shopping and paying anywhere and anytime. This report paints a picture of how mcommerce will become a key strategic prerogative in every retailer's business arsenal to target better and achieve a larger share of mind with their customers while building their brand on mobile.

Mobile first as a strategy has been long deemed as the default business model for retailers of all shapes and sizes in India. However, the way one goes mobile differs ever so slightly for each of these retailers based on their respective countries' demographics and social nuances. But there is one key element of commerce, driven through smartphones, which remains a constant denominator for all retailers across the Indian retail landscape. mCommerce is the most foundational starting point of bringing a business’ mobile-first strategy to life. Indian retailers will have to pivot their business dependence on this platform more than ever in the context of a contactless/no-touch economy.


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