That the rise of the smartphones have changes the entire e-commerce and retail landscape is not a surprising discovery. What is interesting to note here is that just as e-commerce is experiencing its exponential growth today, mobile commerce is growing at an even faster rate. It is estimated that by 2018 sales from mobile devices will almost eclipse sales from e-commerce. Apart from being a platform for shopping on the go, mobile devices now have emerged as powerful research tools which influence buying decisions. Mobile devices direct almost 50% of digital traffic today and online retailers do not have an option but to harness this growth opportunity.