Is your e-tail setup ready for it?
If the CFO is looking sceptical every time you call for more budget for a social or mobile app push, here's some news that could make heads of finance sit up and take note: it won't be long til half of web sales come from such platforms.
In 2015, companies will generate 50 percent of their online sales through their social presence and mobile applications, according to analyst house Gartner.
As the number of phones outstrips that of PCs, individuals will expect a parallel user experience regardless of platform from the companies they deal with.
As a result, companies will need to make sure they can handle the boost in users doing business with them through mobile browsers and apps, according to Gene Alvarez, research vice president at Gartner.
"As more people use smartphones, they will expect an extension of their customer experience to be supported by this kind of device while demanding that social aspects of the web be intertwined with this experience," he said in a statement.
"At the same time, organisations are looking toward new countries and regions for growth. As a result, it is time to take a fresh look at your organisation's web sales capabilities to ensure that social software, mobile technology and globalization are part of your organisation's online future."