Retailers are entering the mobile space at a faster pace than ever, and it’s not hard to understand why. The global MVNO market is on track to grow from $85.5 billion in 2024 to $141.9 billion by 2030, driven by a combination of regulatory flexibility, eSIM adoption, and the availability of cloud-native, white-label solutions.
Setting up mobile services used to involve complex infrastructure, long timelines, and significant investment. That’s no longer the case. Today, retailers can launch their own branded mobile services in less than 90 days without needing to manage core network infrastructure. The process has become far more accessible, opening the door for a new wave of MVNO entrants.
For many retailers, launching an MVNO isn’t just about expanding into telecom. It’s part of a broader loyalty and revenue strategy. Loyalty is evolving beyond points-based programs. Retailers are looking for new ways to stay connected to their customers throughout the day, and mobile services offer a direct, ongoing relationship. By offering mobile plans under their own brand, retailers can build stronger ties with their customer base while also generating recurring revenue.
Some well-known retailers, including Walmart and Superdrug, along with several grocery chains across the Asia-Pacific region, have already made the move. These companies are showing that MVNOs can strengthen customer retention, create new revenue streams, and support wider business goals. The model is proving effective, especially when paired with existing customer loyalty programs.
Retailers are in a strong position to succeed in this space. Unlike banks or digital-first brands, they already have regular, in-person interactions with their customers. Their physical stores can act as service points, handling SIM card distribution and customer support. Their marketing engines are already running at scale, which means mobile plans can be integrated into existing campaigns without the need for large additional budgets. This built-in advantage makes mobile services easier to introduce and grow organically.
Long-term, the opportunity is even more significant. According to Bain & Company, up to half of retail profits could come from non-core services like mobile by 2035. That’s a strong signal that MVNOs are not just a short-term trend, but part of a larger shift in how retailers think about growth and diversification.
MVNOs give retailers a way to stay top of mind with customers, reduce churn, and increase share of wallet in a highly competitive market. With today’s white-label platforms and managed service options, the risk is lower than ever, and the path to launch is much faster than it used to be. As more retailers look beyond traditional product sales, mobile services are becoming a practical way to stay relevant and grow in new directions.
Retailers already have the reach, the customer trust, and the brand presence. With the right technology partners, offering mobile services is now well within reach and increasingly, a smart next step.
Want to see how other retailers are making it work?
Read our eBook: The MVNO Advantage: How Retailers are Using Mobile Services to Drive Loyalty and Profits
