The End of Mobile Commerce: Why Retailers Haven’t Nailed Omnichannel Yet

Smartphones are now a driving force for omnichannel and e-commerce adoption across the world, transforming the way consumers shop and interact with brands. However, in their efforts to reach consumers in every channel and beat the competition, many brands are missing the mark with mobile commerce. Retailers often regard mobile as a separate commerce engine instead of focusing on delivering a seamless commerce experience across all channels and touchpoints.