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

A study by Deloitte found that 80 percent of branded apps have been downloaded less than 1,000 times. Despite these depressingly low download rates for the majority of branded retail apps, companies are still investing heavily in this market.

The reality is the future of mobile shopping isn't branded mobile apps. In fact, it's not mobile commerce at all, but rather omnichannel commerce. While many brands use this buzzword and understand the intent, the majority are facing up to the challenges to become truly omnichannel.