E-Commerce Has a Mobile Problem; Here’s How to Solve it

That's not even half of the problem, however. When shoppers do decide to make a purchase on mobile, they don't spend as much. Smartphone shoppers, in particular, spend 18 percent less than shoppers on tablets and a whopping 88 percent less than the average order value overall. One reason for this could be the size of the screen. Viewing images on a two-inch wide screen doesn't give the most accurate representation of a product. Tablets are a little better, but computers tend to provide the best browsing and researching experience.