By 2015, companies will generate 50 percent of Web sales from their social presence and mobile applications, according to Gartner.All of that points up the many reasons mobile ecosystem participants are ramping up mobile commerce, mobile advertising, mobile payments and mobile wallet initiatives.
In many instances, the difference between a "Web" sale and a retail sale will blur, as well, many would argue. In other cases, a retail sale will be prompted or driven by mobile promotions as well, use a mobile loyalty or payment mechanism.
Vendors in the e-commerce market will begin to offer new context-aware, mobile-based application capabilities that can be accessed either from a browser or installed as an application on a phone.
"E-commerce organizations will need to scale up their operations to handle the increased visitation loads resulting from customers not having to wait until they are in front of a PC to obtain answers to questions or place orders," said Gene Alvarez, research vice president at Gartner. "In time, e-commerce vendors will begin to offer context-aware mobile-shopping solutions as part of their overall Web sales offerings."
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