eMarketer , Facebook, Twitter and Pinterest, are trying to bridge the gap between mobile browsing and desktop purchasing with a simple "buy" button, with technology companies acting as middlemen between mobile shoppers and retailers. Many consumers find making online purchases from a mobile cumbersome, preferring to make the purchase from a desktop or a laptop. Mobile phones blur the line between online and in-store shopping, because people often use them while shopping in stores, or to search for phone numbers to make purchases. Mobile phones are projected to account for about half the time Americans spend online later this year , but about half of retail e-commerce sales, according to eMarketer . Google recently rolled out ad formats such as hotel ads that allow people to book directly inside the ad, with a buy button coming this year .
eMarketer , Facebook, Twitter and Pinterest, are trying to bridge the gap between mobile browsing and desktop purchasing with a simple "buy" button, with technology companies acting as middlemen between mobile shoppers and retailers. Many consumers find making online purchases from a mobile cumbersome, preferring to make the purchase from a desktop or a laptop. Mobile phones are projected to account for about half the time Americans spend online later this year , but about half of retail e-commerce sales, according to eMarketer . Google recently rolled out ad formats such as hotel ads that allow people to book directly inside the ad, with a buy button coming this year .