As marketers seek more ways to target mobile users, startups like TapCommerce have become increasingly attractive to investors. Mobile commerce in particular is taking off — research firm comScore predicts holiday purchasing on mobile devices will increase 17% versus last year. Retail brand Tory Burch attributes more than 28% of sales to mobile devices, and 44% of its total traffic comes from smartphones and tablets.
“I think people have been saying for a long time that this is the year mobile commerce will really take off,” Long said. “We’ve gone from seeing 10% of [brand] revenues increase to 40% of revenues” coming from mobile.
Another indicator of this growth is the numerous acquisitions around mobile buying and advertising technologies in recent months. Twitter, for instance, snapped up mobile ad exchange MoPub; performance display provider Criteo bought mobile analytics firm AD-X Tracking; and eBay acquired payments platform Braintree to pad out PayPal’s mobile capabilities.
For brands, the end game is to be accessible to consumers — which is why they’re looking for tech partners that can help them achieve that accessibility, particularly on the mobile devices where people increasingly spend their time. Companies want better automation, the ability to provide easy-to-use payment interfaces and the ability to engage with mobile customers.