The future of shopping is not only digital, but also mobile, and that is becoming increasingly true with each passing year, regardless of where and how a purchase is completed. The retail sector has come to realize that measuring sales that occur specifically through online and mobile channels is small in comparison to how much these technologies impact the overall shopping journey.
For example, Forrester said in an earlier report last summer that sales via mobile in the U.S. would amount to around $117 billion in 2018, still representing a small percentage of all retail sales (This latest report updates the figure to $118 billion). However, as it noted in this latest report, retail sales influenced by mobile — via mobile search, advertising, social media app sharing and other tools — totaled more than a trillion dollars in 2018.
