Best Practice Report

2018 Retail Best Practices: Mobile Web

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

February 2nd, 2018
Brendan Miller, null
Brendan Miller
With contributors:
Fiona Swerdlow , Brendan Witcher , Jennifer Wise , Sam Wolken


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.