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In 2015 e-commerce retail sales amounted to in excess of US$1.97 trillion and accounted for 7.4% of retail sales. These figures are set to rise to US$ 3.57 trillion and 12.8%.
Once you have published the app you cannot protect the idea from being copied by a competitor. However, it makes sense to include the IP strategy as part of the cycle of designing and developing the app.