Mobile commerce applications adhering to anytime and anywhere paradigm, required to be flexible. They should be able to adapt their interface, services and content towards a certain context. Several proposals for definition of context have been already proposed originating from various areas related to mobile commerce. However, an integrated, formal and methodological approach for the determination and representation of context, adjusted to special characteristics of mobile commerce applications, has not been insofar presented. This is the challenge we address in this paper, through a conceptual model that includes: i) a clear and formal definition of context, ii) the depiction of its specific characteristics as metadata, iii) a methodology for its determination and iv) the presentation of an extension of class diagrams of UML for its representation, all of them tailored to the special nature of mobile commerce applications.