Retail environment of India is beginning to evolve

India’s retail climate is beginning to change. In the past, a common saying among consumers has been “can’t touch, won’t buy,” but the advent of mobile technology is beginning to change the way people feel about purchasing products. As Internet access becomes more common throughout the country, many Indian consumers are beginning to turn to e-commerce for everything they need. As more people get their hands of smartphones and tablets, they are beginning to purchase products using these devices, hence a growing focus in the retail sector on mobile commerce.

E-commerce is experiencing strong growth as consumers become more mobile

India’s e-commerce business grew by 80% in 2013, according to Flipkart, one of the country’s leading e-commerce firms. The company notes that this is the most significant growth e-ecommerce has seen in the country in the past several years. The momentum behind e-commerce is expected to remain strong for the foreseeable future. Notably, many consumers are beginning to purchase products from online retailers with their mobile devices rather than with home computers.

Retailers are focusing more heavily on mobile commerce

Flipkart suggests that consumer mentality is beginning to shift at a rapid pace. People are beginning to feel that mobile commerce represents a more convenient form of shopping. Consumers are not making the move toward mobile shopping on their own of course, as retailers are also beginning to focus more heavily on the mobile crowd. India’s e-commerce market is currently valued at approximately $13 billion and retailers are beginning to see a great deal of potential in the mobile space when it comes to the future of e-commerce.

E-commerce market expected to hit $70 billion by 2020

The e-commerce market in India is expected to reach $70 billion by 2020 as more retailers begin focusing on mobile commerce. Consumers are quickly becoming convinced that mobile payments will have a major role to play in the future of their shopping. It may be some time before mobile becomes the most favored shopping platform in India, however, as many people are likely to remain supportive of traditional, physical stores.

Two major players in smartphone transactions have teamed up to boost the market – MasterCard and Weve.

MasterCard and Weve have now come together in a partnership that is designed to help the mobile payments market to clean itself up, smooth itself out and become considerably more appealing to merchants and consumers alike.

The scattered and inconsistent nature of the market is a major factor that is holding back the adoption of the tech.

This new mobile payments partnership is made up of credit card giant, MasterCard, and Weve, which is a joint venture comprising of the three largest mobile operators in the United Kingdom: O2, Vodafone UK, and EE. They will be working together to develop something altogether new and that will hopefully do what the market has failed to be able to provide until now.

They have described their goal of creating the U.K.’s “most comprehensive contactless mobile payments system.”

This is meant to help to create a contactless system for paying for products and services through the use of their smartphones and mobile devices, in a way that will be simple and convenient for consumers to use, while being cheaper to manage for banks. The role that MasterCard has taken on is to provide the system with the integration services and the technology to make it possible for financial institutions such as banks to be able to step into the payment platform from Weve.

Weve’s CEO, David Sear, said that this contactless transaction technology in the form of credit and debit cards has been taking off in the United Kingdom. He explained that there are currently 36 million people in the U.K. who are using this type of card, and that more than 300,000 retailers there are able to process this type of transaction.

Equally, he admits that paying over mobile devices using similar technology is “a bit of a mess”. He stated that it “may sound harsh, but it’s inescapably true; to date, the industry has created a level of discussion and confusion driven by a multitude of announcements that actually haven’t delivered mobile payments systems that works the way that consumers want and need them to.”