The rapid growth of mobile commerce has transformed the way consumers engage in buying and selling activities, particularly in emerging economies like India. This study aims to analyze and compare consumer perception towards mobile commerce across selected cities of the Saurashtra region, namely Rajkot, Jamnagar, Junagadh, and Porbandar. The research is based on primary data collected through a structured questionnaire from 200 respondents using the survey method. Key factors influencing consumer perception—trust, convenience, cost, and perceived risk—were analyzed using descriptive statistics and the Kruskal–Wallis test.

The findings reveal that consumers exhibit a high level of trust and perceive mobile commerce as convenient, with no significant differences observed across cities for these factors. However, significant differences were found in terms of cost perception and perceived risk, indicating that economic considerations and security concerns vary across regions. The study concludes that while mobile commerce adoption is widespread and relatively uniform in terms of usability, regional disparities persist in cost sensitivity and risk perception. These insights highlight the need for targeted strategies focusing on pricing and security enhancements to promote inclusive and balanced growth of mobile commerce.