Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.
The era of mobile shopping isn’t coming—it’s here. To put this into perspective, smartphones will account for nearly a third of total retail transactions this year. But for most retailers, mobile remains one of the most troublesome channels for customer acquisition and cart conversion. Despite roughly 50 percent of web traffic coming from mobile devices, conversion rates remain stubbornly lower than purchases made via desktop or native applications. There’s a lot of work many retailers and marketers need to do to bring their mobile experiences into the modern era.