When Dana's two-year-old son broke a chandelier part, she used her smartphone to organize a replacement through the store's mobile site. Her next order of business? Searching for how to reprimand the culprit.

May 2016

A broken chandelier didn't phase Dana, who used her smartphone in her I-want-to-buy-it moment to quickly find and purchase a replacement. Consumers often use their smartphones to make quick, unplanned purchases and expect a seamless experience. Retailers can make online buying frictionless by directing shoppers to the right product page, providing useful information such as availability, cost and shipping times, and having limited steps in the checkout flow. If the shopper has bought from you before, allow them to review their past orders quickly and easily in order to make repurchasing a breeze.