The percentage of the world’s population with access to the Internet has grown from 1% in 1995, to almost 50% in 2017.2 During the same time frame, e-commerce has grown at a dizzying pace. In 2016, an estimated 1.61 billion people worldwide purchased goods online.3 In 2016, global e-commerce sales amounted to 1.9 trillion U.S. dollars and projections show a growth of up to 4.06 trillion U.S. dollars by 2020.4 The explosion in smartphone ownership has meant that more transactions are via mobile. The number of smartphone users is forecast to grow from 2.1 billion in 2016 to around 2.5 billion in 2019.5 Just over 36 percent of the world’s population is projected to use a smartphone by 2018, up from about 10% in 2011. Broadband subscriptions on mobile phones are 34 percent of global mobile phone subscriptions, and have tripled since 2008.6 Most of these users are in developing countries where mobile is the primary connection to the internet. For example, 40% of Nigerian digital consumers are mobile only. According to a March 2016 study7 46% of internet users in the Asia Pacific region and 28% of those in North America had purchased products via a mobile device, whether through smartphone or a tablet computer. As of the fourth quarter of 2016, desktop PCs still accounted for the majority of global e-commerce orders but, smartphones are the number one way that consumers visit retail websites (not necessarily always to buy). During a 2017 survey, 11% of online shoppers stated that they shopped online via smartphone on a weekly basis.