US Mobile Retailing Market Report 2025

US Mobile Retailing Market Analysis

Since the early 2020s, the US mobile retailing market has grown rapidly into a key ecommerce channel, driven by high smartphone adoption, with widespread penetration by 2025 and advances in technologies like 5G and AI.

Despite inflation and economic challenges, mobile commerce remains strong, especially among younger and multicultural consumers who prefer mobile-first shopping. Mobile commerce is expected to account for about 45% of ecommerce sales in 2025 and exceed significantly in the future. Retailers focusing on mobile optimization, personalized experiences, and secure payment options are best positioned for growth in the mobile retail industry.

US Mobile Retailing Market Trends

Consumer trends in the US mobile retail market show a strong preference for convenience, with the majority of shoppers using mobile devices and more than half the consumers shopping multiple times per week via smartphones. Younger generations like Gen Z and Millennials lead mobile-first shopping, increasingly influenced by social commerce on platforms such as Instagram and TikTok. Multicultural consumers show particularly strong mobile adoption due to limited access to traditional computers and value personalized, inclusive experiences. While convenience and ease of payment drive mobile commerce, concerns around data privacy and small screen usability remain key barriers. Consumers increasingly use mobile not just for purchasing but also for research, price comparisons, digital coupons, and loyalty program engagement, blending online and in-store shopping seamlessly.

Purchasing the US Mobile Retailing Market Report 2025 offers key insights into consumer behavior and market trends. It helps retailers understand mobile shopping habits, device usage, and growth drivers. The report highlights opportunities in app optimization, social commerce, and emerging technologies to boost engagement and sales in the mobile retailing market.

About The Report

The US Mobile Retailing Market Report 2025 delivers comprehensive insights into consumer mobile shopping behaviors, market dynamics, and technological trends shaping the Mobile retail market. It covers areas such as device usage, mobile app engagement, social commerce impact, payment methods, and barriers to mobile shopping. The research draws on data from diverse demographics, including age groups, income levels, and multicultural segments, to provide a detailed understanding of current consumer preferences. Retailers, marketers, app developers, and technology providers will benefit from this report by gaining actionable strategies to optimize mobile platforms, enhance customer experiences, and capitalize on growth opportunities in the mobile retail industry.

Key Topics Analyzed in the Report

The impact of mobile commerce growth on overall ecommerce
How consumers are using their mobile devices to shop
Key drivers and frustrations of mobile shopping
The role of apps in mobile retailing
Strategies for optimizing mobile retail experiences

Meet the Expert Behind the Analysis

This report was written by Diana Smith. Diana joined Mintel in 2014 and is the Director of Retail & eCommerce. Diana brings a unique background and perspective having previously spent her career in advertising agencies, specializing in media planning and strategy. Diana is naturally curious, highly analytical and enjoys helping clients realize untapped opportunities.

Mobile commerce is thriving, on track to represent a majority of total ecommerce. Growth will be fueled by tech advancements in areas like AI and AR, as well as social commerce expansion.

Diana Smith

Director, Client Advisor – Retail & eCommerce

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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- Key opportunities
- Key opportunities, continued
MARKET DYNAMICS
- Market context
- Market predictions
- The yin-yang effect
- What to expect moving forward
- Market drivers
- Many factors are influencing the growth of m-commerce, including these key drivers
- Younger generations will power the future of mobile commerce
- Predicting how market dynamics will impact mobile commerce
- Predicting how market dynamics will impact mobile commerce, continued
CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, continued
- Mobile usage
- The outlook for mobile is bright
- Smartphones reign supreme over computers and tablets for both browsing and buying
- Graph 1: buying behavior by device, by generation, 2025
- Graph 2: devices used to shop online, 2025
- Young, white, middle-income and urban consumers are the heaviest mobile shoppers
- Graph 3: heavy mobile shoppers, by key demographics, 2025
- Multicultural consumers also show a strong preference for shopping on mobile devices
- A combination of factors – including accessibility, convenience and social influence – drive mobile shopping rates among multicultural consumers
- Graph 4: online shopping behaviors, by race or ethnicity, 2024
- Graph 5: percentage of total online purchases made on a mobile device, by race or ethnicity, 2025
- Drivers and barriers of mobile shopping
- Convenience wins by a long shot
- Graph 6: reasons to shop on mobile, 2025
- The definition of convenience can differ across generations and lifestages
- Graph 7: reasons to shop on mobile, by generation, 2025
- Mobile devices are the only means by which some consumers can access the internet
- Graph 8: reasons to shop on mobile, by financial situation, 2025
- Looking ahead, social media access will become a stronger driver of mobile shopping
- Graph 9: attitudes toward social media, by select generations, 2025
- Social platforms will continue to drive the evolution of offerings designed to improve the shopping experience
- Mobile shopping frustrations could push retailers to improve the mobile experience
- Graph 10: frustrations/barriers of mobile shopping – any rank (NET), 2025
- Brands should first focus on ensuring privacy and data security
- Privacy and data protection, as well as ease of price and product comparison, are key areas to address to encourage more mobile shopping
- Graph 11: frustrations with/barriers to mobile shopping – any rank (NET), by generation, 2025
- Mobile shopping behaviors
- Mobile devices have become essential for a wide range of shopping behaviors, playing a key role in both online and in-store shopping journeys
- Browsing and buying behaviors are nearly at parity
- Graph 12: mobile shopping behaviors, 2025
- Gen Xs’ mobile shopping activities vary; Baby Boomers get straight to the point
- Graph 13: mobile shopping behaviors, by generation, 2025
- Connecting with younger consumers through seamless in-store and online shopping experiences
- There are noticeable differences in mobile shopping behaviors across genders
- Graph 14: mobile shopping behaviors, by gender, 2025
- Asian consumers are more intentional when shopping on mobile
- Graph 15: mobile shopping behaviors, by race and ethnicity, 2025
- Role of mobile while shopping in stores
- Mobile devices play a big role in the in-store shopping experience
- Consumers’ top reasons for using mobile devices in store are value-focused
- Graph 16: in-store mobile activities, 2025
- Shoppers across generations use mobile devices as personal shopping assistants in stores
- Don’t rule out Baby Boomers – they’re using their phones too, primarily to find better prices and get product information
- Graph 17: in-store mobile activities, by generation, 2025
- Retailers can offer many mobile features to elevate the in-store shopping experience
- Lowe’s encourages consumers to track their loyalty benefits, among other actions, through its app
- Macy’s promotes multiple benefits of its app, including easy access to loyalty points, speeding through checkouts and enjoying exclusive deals
- Walmart’s Store Mode app feature unlocks many conveniences
- QR codes are an easy way for retailers to encourage customer interaction through mobile
- Mobile app usage
- While websites and apps both serve important purposes, mobile users increasingly prefer apps
- Graph 18: app vs site usage frequency, 2025
- Heavier mobile shoppers rely on apps to a greater degree
- Graph 19: app vs site usage frequency, by mobile shopping frequency, 2025
- Whether consumers prefer sites or apps depends on what they’re shopping for, their brand loyalty and the value they see in the app’s benefits
- Graph 20: app versus site usage frequency, by gender and generation, 2025
- The majority of mobile shoppers limit the number of shopping apps they have on their devices
- Graph 21: number of shopping apps currently on most used mobile device, by gender and generation, 2025
- Consumers are mostly loyal to the shopping apps they have on their devices
- Graph 22: number of shopping apps currently on most used mobile device that are used at least monthly, by gender and generation, 2025
- Consumers download and use apps for a number of reasons, most of which center around price and convenience
- Retailer opportunities to improve app usage, continued
- Brands must continually give consumers a reason to engage with mobile apps
- Graph 23: motivating features to download/use mobile apps, 2025
- A generation gap exists: speed vs practicality
- Graph 24: motivating features to download/use mobile apps, by generation, 2025
- Clothing and food/drink are the categories consumers are most likely to shop via apps
- Graph 25: categories shopped via mobile app, 2025
- Attitudes toward shopping on mobile devices
- Consumers think shopping on mobile is easier than shopping via other methods, leaving room for brands to prompt more impulse purchases
- Bridging the gap between mobile browsing and buying
- Olipop’s mobile experience makes it easy to browse or buy
- Generational trends regarding mobile shopping center around convenience, impulse and cross-channel preferences
- Graph 26: attitudes toward mobile shopping versus other shopping methods, by generation, 2025
- Mobile devices serve as a gateway for nurturing the customer relationship
- Mobile-first does not mean mobile-exclusive
- Graph 27: attitudes/behaviors related to brand/retailer mobile communication, by generation, 2025
- Black consumers welcome brand communication via text and messaging apps
- Graph 28: comfort level with brand/retailer mobile communication, by race and ethnicity, 2025
BRANDS’ MOBILE STRATEGIES
- Integrating online and offline shopping
- Chatbots are intended to help, not hinder customer service
- Leveraging zero-party data to tailor offerings
- Augmented reality tools are not just a novelty – they can improve conversion rates and mitigate returns
- One-click ordering will become even more popular, simplifying checkouts and reducing cart abandonment
APPENDIX
- Market definition
- Consumer research questions
- Consumer research questions, continued
- Consumer research methodology
- Generations
- Abbreviations and terms

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