Nice piece Ema. I still feel there is some resistance to mobile commerce here. But it’s a chicken and egg scenario where very few businesses have great mobile experiences so users have not been conditioned into making habitual mobile purchases just yet. It seems to take using the likes of Uber / Deliveroo etc. to normalise this behaviour. These big guys have removed so much friction from the experience. Other brands can definitely take a leaf out of their book. Although it’s a lot to ask for companies who can scarcely run a basic Facebook ad campaign to develop a sticky mobile commerce experience.