Mobile commerce, or m-commerce, has experienced blindingly rapid adoption in the past year or two in the multichannel marketplace. Along with the rise of social media platforms like Facebook, Twitter and YouTube, m-commerce has contributed to the widely held perception that sales and marketing “channels” don’t really make sense anymore, and that customers and prospects engage with merchants through various “touchpoints” instead.
The smartphone is, without question, one of the primary touchpoints in this brave new sales and marketing world. Just how important it is depends on whose survey you look at, but the trend is unmistakable.
According to ForeSee Results, online shoppers making a purchase from their phones increased 11% from 2009 to 2010. A third of the 1,200 respondents used their smartphones to access a retailer’s website to compare prices or products.
Auction site eBay reported a 300% increase in m-commerce sales during the same p