MCM #355: Why the shopping cart is the key to mobile commerce

People don't want to buy from a smartphone. This according to a huge study by GroupM. They do want to shop from them but most companies don't factor that into their research - they simply look at the transactions. Could the most important thing to measure become the wish list or what goes into the shopping cart? Many retailers at the forefront of mobile commerce are focusing there and this strategy will make a ton of sense once you watch this episode.