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Mobile is driving ecommerce sales growth, with 43.2% of the $1.137 trillion in US ecommerce sales we project for this year. As mcommerce sales rise, retailers are innovating to get a piece of the $491.14 billion pie. Mobile commerce will be especially vital this holiday season. Some 79% of US online shoppers shopped via mobile during the Cyber Five last year, according to Bizrate Insights data cited in a Forrester report.

On today's episode, host Sara Lebow tees up a conversation between our analyst Andrew Lipsman and Ram Iyer, worldwide director, digital strategy and ecommerce at Microsoft, about omnichannel and mobile commerce, the consumer path to purchase, the metaverse, and more.

Mobile commerce growth increases the impact of a straightforward checkout process: Half of consumers surveyed consider how easy a merchant’s checkout process is when deciding where to shop.

The rise of click-and-collect shopping, social commerce, mcommerce, online marketplaces, and Gen Z’s growing purchasing power is forcing a rethink of the relationship between channels. Key players are emerging to provide more comprehensive unified commerce solutions for retailers.

Retail’s shift to mobile advertising will trail mcommerce growth in 2024. Retail’s mobile ad spending will be restrained this year. In 2024, retail mcommerce sales will increase 12.7% YoY compared with 8.7% for overall ecommerce. But retail mobile ad spending will increase by a slightly lower rate of 11.6%.

Why this matters: This tie-up can make Synchrony’s Pay Later options much more widely available both in stores and for mcommerce purchases, boosting Synchrony’s BNPL volume. And the rewards integration will help make Synchrony a more competitive issuer. Discover already has the same partnership with Apple Pay, and we expect other issuers to follow suit.