M-COMMERCE EXPANSION: OPPORTUNITIES, CHALLENGES AND FUTURE PROSPECTS IN THE DIGITAL ERA
DOI:
https://doi.org/10.59415/mjacs.321Keywords:
M-Commerce, E-Commerce, AI and 5GAbstract
Mobile commerce has experienced significant expansion, transforming how businesses and consumers engage in the digital marketplace. As technology continues to advance, M-commerce is gradually evolving into next-generation commerce, referred to as ultimate commerce. U-commerce envisions a highly interconnected commercial environment characterised by seamless connectivity, universal device compatibility, and personalised consumer experiences. This study explores the growth of M-commerce, its driving forces, the challenges it encounters and its transition towards U-commerce. U-commerce is built upon four core dimensions: ubiquity, uniqueness, universality and unison. Ubiquity enables commercial transactions anytime and anywhere, facilitated by mobile networks and cloud computing. Uniqueness focuses on delivering personalised, context-aware services by leveraging artificial intelligence and big data analytics. Universality ensures the seamless integration of various devices and platforms, providing a consistent user experience across digital ecosystems. Lastly, unison emphasises the synchronisation of digital services, fostering a harmonised and interconnected commercial framework. Despite its rapid development, M-commerce still faces several challenges, including security threats, data privacy concerns, technological fragmentation and regulatory hurdles. The transition towards U-commerce necessitates overcoming these barriers while embracing cutting-edge innovations such as 5G technology, the Internet of Things (IoT) and blockchain solutions. This study provides a comprehensive analysis of M-commerce’s evolution and its path toward U-commerce, offering strategic insights for businesses, policymakers and technology developers. By examining the opportunities and obstacles within M-commerce, this research aims to shed light on the future of digital commerce, underscoring the need for a more intelligent, interconnected and consumer-centric commercial landscape.
Downloads
References
• Chang K & Park H (2023). Mobile commerce challenges: Platform interoperability and integration. Journal of Mobile Business, 21(1), 44-57. https://doi.org/10.1016/j.jmb.2023.01.007
• Gupta R and Sharma A (2021). Consumer trust and mobile payment adoption in developing economies. Journal of Consumer Behaviour, 28(5), 57-72. https://doi.org/10.1002/cb.1181
• Harrison D & Lee J (2025). Artificial intelligence and M-commerce: Enhancing customer service and sales. AI in Retail and Marketing, 11(2), 25-39. https://doi.org/10.1016/j.airm.2025.03.009
• Kshetri N. (2014). The emerging role of Big Data in key development issues: Opportunities, challenges and concerns. Big Data & Society, 1(2).
• Kumar A & Singh N. (2022). AI and machine learning in enhancing customer experience in M-commerce. Journal of Artificial Intelligence in Retail, 8(2), 22-38. https://doi.org/10.1016/j.jair.2022.01.004
• Liu C et al. (2020). Artificial Intelligence in Mobile Commerce: From Personalization to Customer Engagement. International Journal of Information Management, 54, 102206.
• Lopez (2022). The integration of cloud computing and mobile commerce: Challenges and solutions. Journal of Cloud Computing and E-Commerce, 9(3), 105-121. https://doi.org/10.1016/j.jcce.2022.06.003
• Mallat N (2007). Exploring consumer adoption of mobile payments–A qualitative study. The Journal of Strategic Information Systems, 16(4), 413–432.
• Miller R & Garcia A. (2020). Omnichannel strategies in mobile commerce: Integrating physical and digital experiences. Journal of Retailing and Consumer Services, 52, 102-112. https://doi.org/10.1016/j.jretconser.2020.102044
• Patel M (2024). Blockchain technology in mobile commerce: Revolutionizing payments and security. Journal of Blockchain and Mobile Technologies, 5(1), 31-45. https://doi.org/10.1016/j.jbmt.2024.01.008
• Shankar & Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis. Journal of Interactive Marketing, 23(2), 118–129.
• Shin, D. H. (2010). Modeling the Interaction of Users and Mobile Payment Systems: Conceptual Framework. International Journal of Human-Computer Interaction, 26(10), 917–940.
• Smith A & Patel S (2024). Securing mobile transactions and consumer data in M-commerce. Cybersecurity and Digital Privacy, 6(3), 50-63. https://doi.org/10.1016/j.cdp.2024.05.012
• Wang H & Li j (2021). The economic impact of mobile commerce in global markets. International Journal of Digital Economics, 10(1), 15-27. https://doi.org/10.1016/j.jde.2021.03.010
• Watson r et al. (2002). U-commerce: Expanding the universe of marketing. Journal of the Academy of Marketing Science, 30(4), 333–347.
• Zhang X (2020). Exploring the role of mobile apps in enhancing e-commerce engagement. Journal of Digital Marketing and Technology, 17(4), 211-225. https://doi.org/10.1016/j.jdmt.2020.07.002
• Zhang J et al. (2009). Driving forces for m-commerce success. Journal of International Commerce, 1(3), 81-104. https://doi.org/10.1300/J179v01n03_08
• Zhao Y & Chen L (2021). Mobile commerce applications in emerging markets: Consumer preferences and trust issues. International Journal of E-Commerce, 25(4), 33-49. https://doi.org/10.1080/10864415.2021.1948942
• Zhou T (2011). An empirical examination of initial trust in mobile payment. Internet Research, 21(5), 527–540
Websites
• https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9834744/
• https://pure.psu.edu/en/publications/mobile-commerce-issues-and-obstacles
• https://www.emarketer.com/content/3-challenges-with-mobile-commerce-how-retailers-respond
Downloads
Published
Issue
Section
License
Copyright (c) 2026 NAGESH K C K C N, K. Nirmala
This work is licensed under a Creative Commons Attribution 4.0 International License.
License Statement
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
Authors who publish with mLAC Journal for Arts, Commerce and Sciences (m-JACS) retain copyright of their articles and grant the journal the right of first publication.
This license allows others to share, use, and build upon the work—commercially or non-commercially—as long as appropriate credit is given to the original authors and source, and any changes are indicated.
The journal encourages open access and supports the free exchange of knowledge while ensuring proper attribution of original work.
