The Impact of the New Mobile Shopper: Today’s Challenges and What Enterprises Will Need for Tomorrow’s Market

Forrester Research forecast that the percentage of traffic and total online orders placed via mobile devices would increase in virtually every market worldwide in 2014, and as a result a growing number of brands will launch new mobile websites and apps in response.

However, because most commerce platforms were built before the advent of our mobile lifelines — and because their derivatives are still largely in use today — both customers and companies suffer the frustrations and fallout of software and hardware systems that fail to adapt to the evolving needs of consumers. As a result, the gap between their current commerce platform and their customers’ desired shopping experience continues to widen.