How can mobile commerce overcome network and connectivity issues in developing markets?

1 Use offline and low-bandwidth modes

One of the main barriers to mobile commerce in developing markets is the lack of reliable and affordable internet access. Many users face low speeds, high costs, and frequent outages that can disrupt their online transactions. To address this, mobile commerce platforms can offer offline and low-bandwidth modes that allow users to browse, search, and order products without an active connection. For example, some e-commerce apps use progressive web apps (PWAs) that can cache data and run on the device's browser. Other apps use SMS or USSD codes to enable transactions via text messages or voice calls.

2 Optimize for mobile devices and networks

Another challenge for mobile commerce in developing markets is the diversity and fragmentation of mobile devices and networks. Users may have different types of devices, operating systems, screen sizes, and network standards that can affect their online experience. To optimize for mobile devices and networks, mobile commerce platforms can use responsive design, adaptive content, and compression techniques to ensure that their websites and apps load fast, fit the screen, and use minimal data. For example, some e-commerce platforms use AMP (Accelerated Mobile Pages) to create lightweight web pages that load instantly on mobile devices.

3 Leverage local content and context

A third challenge for mobile commerce in developing markets is the cultural and linguistic diversity of the users. Users may have different preferences, needs, expectations, and behaviors that can influence their online shopping decisions. To leverage local content and context, mobile commerce platforms can use localization, personalization, and socialization strategies to tailor their offerings and interactions to the users' needs and wants. For example, some e-commerce platforms use AI and machine learning to provide relevant recommendations, reviews, and discounts based on the users' location, language, and history.

4 Partner with local stakeholders and intermediaries

A fourth challenge for mobile commerce in developing markets is the lack of trust and security among the users. Users may have concerns about the quality, delivery, and payment of the products and services they buy online. They may also face legal, regulatory, and infrastructural barriers that can limit their access and participation in the online market. To partner with local stakeholders and intermediaries, mobile commerce platforms can collaborate with local businesses, governments, NGOs, and communities to build trust, credibility, and awareness among the users. For example, some e-commerce platforms use agents, kiosks, or hubs to provide physical touchpoints, delivery services, and cash-on-delivery options for the users.

5 Innovate and experiment with new solutions

A fifth challenge for mobile commerce in developing markets is the dynamic and competitive nature of the online market. Users may have changing needs, preferences, and expectations that can affect their online behavior. They may also have access to alternative or competing platforms that can offer better value or convenience. To innovate and experiment with new solutions, mobile commerce platforms can use agile, lean, and user-centered methods to test and iterate their products and services based on user feedback and data. For example, some e-commerce platforms use gamification, loyalty programs, or social features to engage and retain the users.

6 Educate and empower the users

A sixth challenge for mobile commerce in developing markets is the lack of digital literacy and skills among the users. Users may have limited knowledge, awareness, or confidence in using mobile devices and online platforms. They may also face social, economic, or cultural barriers that can prevent them from accessing or benefiting from the online market. To educate and empower the users, mobile commerce platforms can provide training, support, and resources to help the users learn and improve their digital skills and capabilities. For example, some e-commerce platforms use tutorials, videos, or guides to help the users navigate and use their websites and apps.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?