In short, current trends in consumer shopping behavior suggest that the timing is right.
Globally, mobile is expected to capture nearly 75% of total e-commerce transactions by 2021. In the United States alone, the average user spent a whopping 70% more time in shopping apps in 2018 versus 2016. Like the ‘blue’ ocean, it is vast, deep and powerful - in terms of opportunity and profitable growth.” They allow businesses to enter “the unknown market space, unexplored and untainted by competition. Mobile partnerships are a Blue Ocean strategy that can boost enterprises’ efforts to drive growth through their app.
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