With so much time spent glued to our phones, people’s shopping behaviours have shifted to mobile in profound way. Yet, the vast majority of online shopping is still done on desktops and laptops. Consumers complain about product images not being large enough to see or find it’s too difficult to type through shipment and payment options. Now big tech companies like Facebook, Pinterest, Twitter and Google are trying to bridge this gap between time spent and dollars spent on mobile with a simple buy button. If these tech companies become the middlemen between retailers and consumers, we could see reduced traffic to retailer websites and possibly loyalty to those stores as well.

We have to recognize these types of behaviours through our understanding of the PDJ. This can help identify where potential sales are being lost and lets us think of how we could turn this into an opportunity. Consumers want quick, simple transactions on mobile and if a brand can’t provide that, we risk losing them to someone else.