On the Go: How Mobile Shopping Affects Customer Purchase Behavior

- We examined changes in order sizes and rates as customers become mobile shoppers.
- After customers become mobile shoppers (M-shoppers), their order rates go up.
- For low-spenders, both order sizes and rates increase after adopting M-shopping.
- Customers tend to M-shop for habitual products that they have purchased before.
- Retailers should invest in M-storefronts, especially to promote habitual products.