There are three major factors in this digital age. Youngsters and other users are connected by mobiles.  Most services are accessed on mobiles through apps, and fast consumers have shifted from the web, there is an era of mobile experience which is new. Mobile is thus at the cusp of this change. Billions of dollars worth sales is conducted on mobiles. Mobile has emerged as an advertising medium. Its power cannot be underestimated. Mobile commerce is the future. Still shopping apps usage is low, still the time spent on shopping apps is low. Just apps are not enough to leverage mobiles for e-commerce. Marketers think in terms of online-offline and mobile shopping. To a consumer it is not different. To him, what matters is shopping. There are impulse driven purchases and intent driven purchases. Mobile apps do not encourage impulse driven purchases. And who searches a large array of products to discover the right product on the mobile ?

Global m-commerce is growing by leaps and bounds. As majority of parchases are impulse driven or discovery, the potential is huge.

Mobiles must carry shoppable ads. It is going to be retail driven. M-commerce can be advertising driven by apps like Miib. These platforms can be made human by adding a discovery. Miip reads consumer emotions and curates selection.

By and large, shopping on mobile is intent driven. Adding the element of  discovery makes it widely acceptable. It defines the very nature of advertising on digital platforms.