According to an April 2019 survey, smartphones have finally overtaken laptop and desktop PCs as the most common online shopping device in the United States. This claim is also supported by the fact that in the first quarter of 2019, smartphones accounted for 65 percent of U.S. retail site traffic and 46 percent of online shopping orders. Mobile devices are also in use during the offline shopping process: the most common actions taken by U.S. digital buyers in the United States when using a retailer's mobile app while in-store was to check for promotional offers or discounts.
As mobile commerce continues to grow, retailers are looking for ways to seize this opportunity. Considering some limitations of mobile web browsers, mobile shopping apps are rising as a way to create personalized experiences for mobile customers. As of March 2019, Amazon has the most popular mobile shopping app in the United States, with a 77.3 percent reach among mobile users. The retailer also leads in number of monthly shopping app users. Due to the variety of products offered by the retailer, product reviews, and free shipping, many U.S. online shoppers start their shopping journey on Amazon.