8 Reasons Why Mobile Doesn’t Convert, and How to Fix Them

8. Disruptive changes: It's likely that the biggest improvements in mobile commerce will come from new forms of shopping that leverage the unique strengths of mobile. For instance, Amazon.com's Fire phone features Firefly, an app that recognizes photos or names of products and lets the user instantly order them. Mobile shopping could in the future be a feature of the smartphone rather than a separate app or website that the user visits — i.e., the device becomes the store, rather than the device being used to access the store.