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2018 Retail Best Practices: Mobile Web

Apply Lessons Learned From Forrester's Retail Wave™: US Mobile Web, Q4 2017

February 2, 2018

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Why Read This Report

Mobile web is booming: We forecast that US retail sales via smartphone will grow at a compound annual growth rate (CAGR) of 18% over the next five years. Plus, smartphones will impact more than one-third (or more than $1 trillion) of total US retail sales at some point in the customer journey in 2018. This report shares examples of how leading retailers' mobile websites approach critical functionality and usability challenges. It follows up on the recommendations we made in The Forrester Retail Wave™: US Mobile Web, Q4 2017.

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Table of Contents

  • Mobile Web Is A Critical Touchpoint For Retailers
  • Facilitate Your Customers' Product Research
  • Incorporate Mobile Content That Responds To Your Shoppers' Context
  • Streamline Your Checkout To Close The Sale
  • What It Means

  • Capitalize On Mobile Web Or Fall Behind
  • Supplemental Material
  • Related Research Documents