skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


This report explains how consumer digital commerce will evolve in 2018 and beyond, so that service providers and their vendor partners can make the most of the prospects ahead.


  • AI is powering advances in a range of intersecting technologies that are changing how people interact with digital commerce, including voice recognition, visual computing, and augmented reality (AR).
  • Digital assistants such as Amazon Alexa will become a driver for digital commerce, creating new revenue opportunities as they move from smartphones to smart home devices, wearables, and connected cars.
  • The momentum behind consumer mobile payments will continue, and the number of total global active users will rise from 2.77 billion in 2017 to 9.14 billion in 2021. M-commerce will account for the largest number of users throughout the forecast period, rising from 1.33 billion global users in 2017 to 3.33 billion in 2021.

Features and Benefits

  • Analyzes AI's increasingly important role in digital commerce.
  • Describes the rise in messaging-based payments.

Key questions answered

  • What will be the key trends in digital commerce in 2018 in terms of technology, services, and competitors?
  • How will key markets grow during 2018 and beyond, including mobile payments and digital assistants?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for service providers
  • Recommendations for vendors

AI is at the heart of intersecting technologies transforming digital commerce

  • Conversational commerce will become more sophisticated
  • Prepare for the rise of visual AI
  • AR will be more widely used for digital commerce

Digital assistants will be a driver for digital commerce

  • A powerful tool for interactive, curated marketing engagement
  • Digital assistant providers will double down on payments…
  • …but revenues will take time to increase

Strong growth in mobile payments will continue

  • M-commerce will continue to dominate, but P2P transfers will grow

Messaging-based payments will gain traction

  • Messaging apps will increasingly move beyond P2P money transfers

Privacy and security issues will continue to loom large – with yet more challenges ahead

  • New approaches to privacy are needed; 2018 will be an inflection point


  • Methodology
  • Further reading
  • Author

Recommended Articles

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

  • Enterprise Services

    5G: Another technology in search of enterprise use cases

    By Evan Kirchheimer 26 Apr 2018

    Service provider interest in justifying 5G investment through its potential to open new revenue streams from the enterprise segment is growing ever greater.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now