#mobile commerce

#mobile commerce

When Starbucks opened its first store in Beijing in 1999, it wasn't just selling coffee; it was selling Western aspirations to China's rising middle class. The Seattle-based giant expanded rapidly to dominate China's premium coffee scene. That early-mover advantage has, however, since eroded. Chinese competitors like Luckin Coffee and Manner have overtaken Starbucks in store count and captured market share, thanks to aggressive pricing, mobile integration and a sharper understanding of Chinese consumer habits.

Retailers have a narrow window to capture peak holiday demand and an even narrower margin for error. This year, that margin will be tested more than ever: Adobe expects U.S. consumers to spend $253.4 billion online between November 1 and December 31, with mobile driving the majority of visits and accounting for more than half of the spend. That surge creates opportunity - that is, if shoppers can actually complete a purchase.