Juniper Research predicts that the digital commerce sector is set to see substantial growth in user numbers over the next 4 years, as the number of unique users exceed 3 billion by 2021.
Juniper has identified two sectors set to drive the digital commerce market, in terms of transaction values; these are digital and physical goods as well as digital banking.
“When we analyze the digital & physical goods sector in particular; for some time now, it has been clear that the mobile device, whether it be the smartphone or tablet, is becoming increasingly important in the world of e-commerce,” Juniper Research senior research analyst Lauren Foye said.
Juniper has observed a shift in the market from a position where the smartphone was used as a means for discovery but not purchase, to a situation where the smartphone is used for both product discovery and purchase.
This trend appears to be a natural progression from the relatively stagnant consumer tablet industry, whose lack of steam has been compounded by the emergence, and prevalence, of larger-screened smartphones offering an improved purchasing experience.
Indeed, mobile as a whole is gaining traction as a remote goods purchase device, although the smartphone’s growth is accelerating faster than that of the tablet.
