Coverage: Mobile shoppers aren't converting, but does it matter?

Forrester's Sucharita Mulpuru presented some numbers about mobile shoppers before Wednesday's morning keynote that were concerning for many retailers. Mobile shopping has grown to account for almost a quarter of all collective web traffic for retailers, but conversion of those shoppers is still well behind the curve at just a quarter of desktop conversions.

The question is, does the fact that shoppers aren't making purchases on their phones actually matter?

According to Mulpuru, no. One reason is that much of mobile retail is about conversion, not to a purchase then and there, but to a conversion at a physical store. Shoppers are doing their research, price comparisons and deal hunting on the phone and then stopping by a brick and mortar store to complete the purchase.

Similarly, half of mobile shoppers switch devices while shopping, according to Forrester. So as alarming as poor conversion stats can be, retailers don't need to panic about their mobile strategy just yet. Just because your customers aren't buying stuff via mobile, that doesn't mean it isn't doing plenty to facilitate it.