Mobile Shopping Is on the Rise, But Remains Split Between the Mobile Web and Apps

Consumers are more comfortable with mobile commerce


Mobile’s influence on shopping behavior has been on the rise since the advent of the smartphone, but recent data indicates consumers are becoming more comfortable finalizing transactions on their phones.

In fact, Forrester’s 2018 Retail Best Practices: Mobile Web study found smartphones will be used in over one-third—or more than $1 trillion—of total U.S. retail sales at some point in the process of buying something in 2018, including research, price comparisons and purchases.

And, according to data from Google Analytics from June to September 2017, over 40 percent of online transactions were made on mobile devices.

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