Brick & Mobile: the next frontier in frictionless retailing?
Can you imagine life without a smartphone? I'm sure you can't. Can you imagine a shopping trip without a smartphone? Of course not! Can you imagine a shopping trip in which your smartphone is fully integrated from beginning to end? Maybe not entirely yet. But believe us, in a short time Brick & Mobile will become the dominant way of shopping in a physical environment.
We live in a 'mobile first' world, in which China is the leading player
The fact that the smartphone plays an increasingly important role in e-commerce is obvious: mobile transactions already account for about 10% of the total retail turnover worldwide. The smartphone's share in all global e-commerce sales has already risen to almost 60% *.
China is the absolute leader in this: in 2017, it already accounted for more than two-thirds of all m-commerce sales. And during the most recent Single's Day — China's largest online shopping festival — almost 90% of Alibaba's sales were made through a mobile device.