Mobile is Changing Shopping

The web has changed buying behavior. Mobile, some would argue, is about to change it again.

The first shift, to online shopping and buying, largely was centered on some physical products like software, books and CDs. At least at first, many argued, with some evidence, that other soft and hard goods could not so easily be sold that way. 

But brands like Zappos and Amazon, which now represent significant sales of hard goods and soft goods, suggest change is coming. 

To be sure, some argue that "showrooming" now is among the reasons for growing online sales of soft and hard goods, since people can "touch" the merchandise in a store, and then order online. 

The latest change is that smart phone users are starting to compare prices and availability using their mobiles, and sometimes making a purchase from an alternate supplier while still in the retail store. So mobile in-store is part of a broader behavioral change that should shift more shopping online.