ANALYTICAL PERSPECTIVE ON THE IMPORTANCE OF ONLINE SHOPPING VIA SMARTPHONE IN E-COMMERCE CONDITIONS

Abstract

Background: The development of e-commerce in the last twenty years has revolutionized the retail industry. For the first time in history, today consumers have access to a globally connected marketplace where they can offer goods anywhere in the world, at any time of the day. Consumers have access to a lot of information about the offered products from the comfort of their homes. Aims: The objective of this post is to identify the importance of online shopping through smartphone.  Methods: The data were evaluated by descriptive statistic. Sample: The survey sample consisted of representatives of generation Y, or millennials. Results: Based on the results, it can be concluded that online shopping via smartphones is important for representatives of the generation in question.  Conclusions: The growing potential of mobile marketing represents an enormous customer potential, as well as a great business opportunity for businesses. Implications: The results of the conducted survey can serve as a basis for the preparation of marketing strategies at the level of mobile marketing.