Trends Report

2018 Retail Best Practices Extended: Mobile Web

Apply Lessons Learned From The Forrester Retail Wave™: European Mobile Web, Q4 2017

April 27th, 2018
With contributors:
Fiona Swerdlow , Alex Causey , Sam Wolken , Meredith Cain , Peggy Dostie

Summary

Mobile is asserting itself as the dominant digital touchpoint: We forecast that European retail sales via mobile will more than double by 2021, growing at a CAGR of 22%. And mobile will influence nearly 20% of offline European retail sales at some point in the customer journey in 2018. This report provides digital business professionals with examples of how leading retailers' mobile web browser functionality and usability face critical challenges. This report follows up on the "Recommendations" section of The Forrester Retail Wave™: European Mobile Web, Q4 2017.

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