Both e-commerce and m-commerce has had and have a big impact on how business today is operated. Furthermore, e-commerce is responsible for creation of many new jobs and its role to the overall economy in Europe is becoming increasingly important. E-commerce is a big part of retail and commerce and is constantly growing. However it is maybe not equally well known that the latest year mobile commerce (m-commerce) has grown at an even faster rate. Research has argued that in order for traditional e-commerce and commerce strategies to succeed it is vital to consider mobile optimizing strategies. In the broad picture the aim with the thesis is thus to analyze the current situation in m-commerce. The thesis will evaluate why m-commerce is an important strategy to consider and how retailers can achieve competitive advantage within m-commerce. (Less)
