A lot has changed for online shoppers in recent years. The customer journey today has become a multiplatform experience, often including interactions via smartphones, tablets, laptops and desktops - all in the course of one transaction. This is in sharp contrast to the mall walkers of the past and the clunky and often frustrating online purchasing we all endured as the internet grew up. Today's consumer uses every available minute to research, make wish lists and purchase online. This can mean looking at product reviews on mobile devices during the morning commute, updating a wish list at lunch from a desktop or pulling the trigger on some big-ticket items at night from a laptop.
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