An assessment of mobile commerce strategies on purchase frequency: A case study of an online marketplace in Port Harcourt.
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Background of the study
Mobile commerce strategies have revolutionized the way consumers shop online, making it easier and faster to complete transactions. This study assesses how an online marketplace in Port Harcourt leverages mobile commerce strategies—such as mobile-friendly design, in-app payment systems, and personalized shopping experiences—to increase purchase frequency. By optimizing the mobile shopping experience, the marketplace aims to reduce friction in the buying process and encourage repeat purchases (Ibrahim, 2023). Research indicates that effective mobile commerce strategies can lead to higher conversion rates, increased customer satisfaction, and improved loyalty. However, challenges such as technical glitches, security concerns, and inconsistent user experiences may affect overall purchase frequency. This study will analyze transaction data, user behavior, and customer feedback to determine the effectiveness of mobile commerce tactics in driving frequent purchases and to propose recommendations for further optimization (Okoro, 2024; Chinwe, 2025).
Statement of the problem
Online marketplaces in Port Harcourt often experience lower than expected purchase frequency due to suboptimal mobile commerce strategies. Issues such as poor website responsiveness, security concerns, and a lack of personalized user experiences can deter repeat purchases. Despite the increasing reliance on mobile shopping, gaps in technology integration and customer service contribute to inconsistent transaction patterns. This study seeks to identify the barriers to effective mobile commerce and assess their impact on purchase frequency, aiming to provide a pathway for enhancing consumer engagement and loyalty (Ibrahim, 2023; Okoro, 2024).
Objectives of the study:
To evaluate the impact of mobile commerce strategies on purchase frequency.
To identify challenges in implementing effective mobile commerce solutions.
To recommend strategies for increasing repeat purchases.
Research questions:
How do mobile commerce strategies affect purchase frequency?
What challenges hinder effective mobile commerce?
What strategies can enhance purchase frequency?
Significance of the study
This study is significant as it provides practical insights into improving mobile commerce strategies to boost purchase frequency for online marketplaces in Port Harcourt. The findings will help marketers and developers create a more seamless and secure shopping experience, thereby increasing customer loyalty and sales. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single online marketplace in Port Harcourt and focuses exclusively on mobile commerce strategies’ impact on purchase frequency.
Definitions of terms:
Mobile Commerce Strategies: Techniques used to optimize online shopping for mobile devices.
Purchase Frequency: The rate at which customers make repeat purchases.
Online Marketplace: A digital platform where multiple sellers offer products or services.
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