What is mobile commerce?
Mcommerce refers to buying and selling goods and services through mobile devices, primarily smartphones. It differs from broader ecommerce by its mobile-optimized interfaces, app-based experiences, and features like mobile payments, push notifications, and location-based services.
Mcommerce encompasses several transaction types: In-app purchases from retailer apps, mobile web purchases through browsers, social commerce via platforms like TikTok and Instagram, and proximity payments using digital wallets like Apple Pay and Google Pay. The category also includes mobile banking, ticketing, and peer-to-peer payments.
Over 54% of mobile commerce transactions now happen within shopping apps rather than mobile browsers, according to Buildfire. This shift reflects consumer preference for faster, more personalized app experiences over mobile websites.
What's the difference between mcommerce and ecommerce?
Ecommerce is the broader category covering all online buying and selling across devices, including desktops, laptops, tablets, and smartphones. Mcommerce is a subset focused specifically on smartphone and tablet transactions.
The distinction matters because mobile shopping behavior differs from desktop. Mobile sessions are shorter, more frequent, and often happen in fragmented moments throughout the day. Mobile shoppers expect one-tap checkout, saved payment credentials, and seamless transitions between browsing and buying.
Mobile also enables capabilities impossible on desktop: tap-to-pay at physical registers, location-triggered offers, camera-based product search, and voice commerce through assistants. These features blur the line between online and offline retail, making mobile the connective tissue of omnichannel shopping.
What are the key mobile commerce trends in 2026?
Several forces are reshaping mcommerce:
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Social commerce acceleration. TikTok Shop's US ecommerce sales are projected to reach $23.41 billion in 2026, a 48% increase YoY. That would make TikTok a larger ecommerce player than Target or Costco.
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Digital wallet mainstreaming. 31.2% of US consumers used a digital wallet in-store as of September 2025, per a PYMNTS Intelligence report. Cash App, Google Pay, and PayPal have more than doubled their user share since 2023.
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BNPL integration at checkout. Klarna's card accumulated 1 million users within 11 weeks of its US launch, with gross merchandise volume up 92% year-over-year in Q3 2025.
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App dominance over mobile web. Shopping apps convert at significantly higher rates than mobile browsers, with cart abandonment at 20% in apps versus 97% on mobile web, per Buildfire.
How is TikTok Shop's uncertain status affecting social commerce?
TikTok's recent ownership negotiations created planning challenges for brands invested in the platform.
The uncertainty around TikTok's continuation in the US has slowed TikTok's ad revenue growth, from 40.6% in 2024 to a projected 14.2% in 2025, per EMARKETER. TikTok Shop generated over $500 million in sales during Black Friday weekend alone.
Early in 2026, TikTok’s US business formally transitioned into a majority-American structure, closing a multiyear legal standoff that threatened a nationwide ban while introducing a new governance model. Though the US takeover initially led to user uninstalls, the platform is expected to stabilize through the year.
For social commerce overall, TikTok's situation underscores the risks of platform dependence. Instagram and Facebook have not matched TikTok Shop's commerce momentum, leaving brands without an obvious alternative if TikTok access is disrupted.
Which mobile payment methods are US consumers adopting?
Digital wallets are gaining ground, led by Apple Pay's dominance within the iPhone ecosystem. Apple Pay remains the top mobile wallet in the US, though competitors are closing the gap.
Adoption varies sharply by generation. One-third of adults ages 18 to 34 have made a purchase on social media, compared with 23% of those 35 to 54 and 13% of those 55 to 65, according to a September 2025 Bizrate Insights survey for EMARKETER.
BNPL services are increasingly integrated into mobile checkout. Klarna and Affirm both offer debit cards running on Visa's Flexible Credentials, letting users select installment payments at any retailer that accepts Visa. Klarna Card's 92% YoY growth in gross merchandise volume signals strong consumer appetite for flexible payment options.
How do mobile apps compare to mobile websites for conversions?
Mobile apps outperform mobile websites on nearly every commerce metric. Apps convert at higher rates, retain users longer, and generate larger basket sizes than mobile browsers.
The gap in cart abandonment is stark: As previously mentioned, mobile web sees abandonment rates as high as 97%, while shopping apps report approximately 20%, according to Buildfire research. This difference reflects the friction of mobile web checkout versus the streamlined experience of saved credentials and one-tap purchasing in apps.
Apps also enable deeper engagement through push notifications, personalized recommendations, and loyalty program integration. Features like real-time inventory checks, saved payment methods, and order tracking add convenience that mobile websites struggle to replicate. For retailers with sufficient traffic to justify development costs, apps remain the higher-performing mobile channel.
How should retailers optimize for mobile commerce in 2026?
Prioritize mobile app investment for customers with high lifetime value. Apps deliver better conversion rates, and features like loyalty programs and exclusive offers drive repeat purchases.
Accept the mobile payment methods your customers prefer:
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Digital wallets (Apple Pay, Google Pay) for speed and security at checkout
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BNPL options (Klarna, Affirm, Afterpay) to reduce purchase hesitation on higher-priced items
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PayPal for customers who prefer not to share card details directly
Optimize mobile web as a fallback. Not every customer will download an app. Ensure mobile sites load quickly, minimize checkout steps, and support guest checkout to capture one-time buyers.
EMARKETER forecast data was current at publication and may have changed. EMARKETER clients have access to up-to-date forecast data. To explore EMARKETER solutions, click here.
We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.