Matthias Clock

Heather Fletcher is senior content editor with Target Marketing.

Mobile shoppers just aren't happy yet with the mobile buying experience. Matthias Clock, the content marketing "chef" for eTail West 2015, believes he has the solution to the problem that IBM brightly highlights with its Holiday 2014 synopsis. About 45 percent of e-commerce traffic came from mobile devices, while mobile sales totaled 22.6 percent, IBM reports. The difference for smartphone users is even starker: While being 31.2 percent of e-commerce shoppers, smartphone users only converted there as 9.1 percent of all Web buyers.

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