How Google is Driving the Mobile Retail Revolution

Luckily there's a silver lining. Even though only a small fraction of all that mobile traffic leads to a direct purchase, it often fuels a purchase in another channel. PricewaterhouseCoopers suggests that 15 percent or more of retail sales begin with research on a mobile device.

A mobile-friendly layout is one of many ways that retailers can capitalize on the traffic that's already coming their way. Google's move toward mobile friendliness is turning up the heat for online retailers and catapulting them into the reality of the current market. It further proves that mobile can't be ignored. Optimizing for mobile is the first step, but retailers need to take it further by fully integrating all their channels in order to really reap the benefits of the mobile revolution.