"Mobile shopping has been growing steadily for years, but this season marks a significant shift: For many shoppers, especially younger consumers, the phone is now the primary way they browse, compare prices, and make purchases. Retailers that rely heavily on desktop experiences or assume customers will switch devices to complete a purchase may find themselves falling behind. Yet, even as mobile traffic rises, many mobile websites and apps still present barriers that prevent people from completing a purchase."
"On mobile, these issues tend to stand out even more. Small touch targets can make it difficult for anyone navigating a small screen on the go, particularly those with motor disabilities. Missing image descriptions, a common issue on retail sites, can leave shoppers using screen readers without key product details. Checkout forms can also cause problems when fields aren't labeled clearly or when error messages aren't communicated, leaving customers unsure why the form won't submit."
Holiday shoppers are expected to spend about $253.4 billion online between Nov. 1 and Dec. 31, with smartphones generating most visits and more than half of spending. For many consumers, particularly younger ones, mobile phones are now the primary means to browse, compare prices, and purchase. Retailers dependent on desktop experiences risk losing customers. Mobile websites and apps commonly present accessibility and usability barriers that stop purchases, especially for older shoppers and people using assistive technologies like screen readers and voice navigation. Typical issues include unlabeled buttons, form fields that block keyboard input, missing image descriptions, low-contrast text, and small touch targets during checkout.
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