Objective:

Analyze the elements related to the satisfaction of the m-commerce consumer residing in the city of Tijuana.

Methodology:

Review about the concept of m-commerce. A questionnaire was applied to 600 m-commerce consumers residing in the city of Tijuana.

Results:

By applying the statistical technique of multiple linear regression, it was found that there is a positive association between the independent variables (efficiency of the purchasing process, optimization and design of the website or mobile app, monitoring during and after the sale, security of the platform or mobile app), with the dependent variable (m-commerce satisfaction).

Limitations:

The study focuses on the experience of m-commerce consumers in the city of Tijuana. It is necessary in a new investigation to identify the coincidences and differences with the strategies used to satisfy the needs of users by micro and small entrepreneurs in Tijuana who use m-commerce as one of their main sales channels.

Conclusions:

The contemporary consumer has been adapting to new purchasing modalities and systems, resolving opportunity, speed, convenience, exploration, and diversity from their mobile device.