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The Mobile Plateau

The headlines had become stale: mobile marches on, taking traffic and order share from desktop, and even tablet (remember tablets were going to be a big shopping device?). Over the past 5 quarters, though, traffic shares have remained consistent. The bigger story is the shifting of conversions; mobile continues to chip away to gain even more order share, as mobile conversion rates tick up. Conditions are ripe for even more mobile gains, with more digital fluency sweeping through buying demos, decreased payment friction (hello wallets!), and even utilities like QR codes helping smooth the buyer’s journey.