The rise of M-commerce in emerging markets

Mobile commerce, or m-commerce, is witnessing rapid growth across various sectors of the economy. It refers to the purchase and payment for goods and services using mobile phones, typically facilitated by mobile wallets, mobile banking, and interbank mobile payment platforms. The primary aim of this study is to investigate m-commerce practices and evaluate the level of adoption by Indian businesses and consumers. It examines the proportion of the urban population that incorporates m-commerce into their daily transactions, while also identifying the challenges and limitations faced by both organizations and customers in adopting these digital solutions.

In addition, the study outlines the strategies that companies are developing to keep pace with the fast-growing m-commerce market. It also aims to understand the evolving needs and expectations of customers, ensuring that businesses stay in tune with these changes.

This empirical research was conducted in Delhi and its surrounding areas. Although the study is geographically focused, its findings hold wider significance. The insights derived from this research can serve as a valuable resource for policymakers, industry leaders, and service providers in crafting effective policies and operational strategies. Furthermore, this study is expected to contribute to ongoing research in the field of m-commerce, providing a useful reference for scholars engaged in academic pursuits related to this area.