The mobile commerce, as a subcategory of the e-commerce, is showing the strongest growth in retail. An increasing number of customers buy goods using their mobile devices. On the Asian market, mobile purchases have already accounted for more than half of the volume of e-commerce transactions and shops have to adapt to this development. To be competitive in the long-term, they should establish an online presence. It should be obvious that website presences should be responsive to and optimized for every type of device.
However, purchases are not always carried out through online shops. Apps can withhold premium content via micro transactions from one cent up to five euros until complete payment. Payments on the over-the-counter trade can be done via mobile wallets or blue codes through smartphone generated barcodes and are then transacted via credit cards or mobile phone contracts.