Mobile Commerce (mCommerce)

The rate of mobile commerce growth continues to lag mobile device proliferation. As a result, retailers remain cautious in their mobile services investments. Retailers must balance spending between mobile development and other initiatives to get the most value.

Latest Research

  • For Customer Experience Professionals

    REPORT: North American Mobile Banking Benchmark: User Experience, 2017

    Applying Forrester's Digital UX Review To 11 Mobile Banking Apps

    November 17, 2017 Andrew Hogan, Alex Causey, Jennifer Wise

    For banks, good user experience (UX) drives revenue through ongoing loyalty, deepened trust, and increased conversion, as Forrester's research has proven. But are North American mobile banking apps delivering good UX? To find out, we applied Forrester's digital UX review methodology to 11 banks from across Canada and the US. This report lays out our findings with a focus on best practices for customer experience (CX) pros who want to give bank customers a high-quality experience.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Retail Wave™: European Mobile Web, Q4 2017

    The Usability Of Mobile Websites Among European Retailers Must Improve

    November 13, 2017 Michelle Beeson, Alex Causey

    As mobile becomes the dominant digital touchpoint, retailers must do more to streamline their customers' experiences on a smaller screen. We evaluated the mobile websites of 10 European retailers and found a wide gap between the Leader and Contenders. This report lays out the results of this evaluation and what digital business executives can learn from them.

  • For eBusiness & Channel Strategy Professionals

    REPORT: How Italian Banking Customers Use Different Channels, 2017

    Weave Digital And Human Touchpoints Together To Deliver Superior Customer Experiences

    November 9, 2017 Aurelie L'Hostis

    Digital business strategy executives at Italian banks face a twofold challenge: Banks need to encourage less digital-savvy customers to use digital touchpoints for routine banking tasks; at the same time, banks need to maintain a human touch with more digital-savvy customers for when those customers want to talk to someone for more complex needs. Digital business strategy executives should encourage digital banking use, blend digital and human touchpoints, and improve the way they deliver personalized advice through financial advisors. This report was originally published in March 2015; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Engage Customers Through Mobile

    Executive Overview: The Mobile eBusiness Playbook

    October 27, 2017 Julie A. Ask

    Digital business professionals face both the opportunity and the challenge of an ever-more-connected consumer. Consumers expect to be able to engage with brands on their mobile devices to get anything they want in their immediate context and moments of need. Forrester calls this the mobile mind shift. This is an update to the report last published in August 2016; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Retail Wave™: US Mobile Web, Q4 2017

    The Functionality And Usability Gap Widens Among Top Retailers' Mobile Websites

    October 26, 2017 Brendan Miller, Jennifer Wise

    The mobile web is becoming many retailers' most visited digital channel, yet it converts at an average of just 1% — less than both desktop web and mobile apps. To increase mobile web conversion, retailers can no longer hope for the best with passive solutions such as responsive design. We evaluated the mobile websites of 12 retailers and found a widening gap between the Leaders and laggards. This report lays out which retailers get it right — and wrong — and what digital business executives can learn from them.

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