Mobile shopping is becoming an increasingly mainstream habit and brands are responding.

Mobile shopping is becoming an increasingly mainstream habit. In the U.S., smartphones now account for a quarter of visits to e-commerce sites, up from 18% in 2013, Business Insider reports. In the APAC region, Frost & Sullivan expects mobile commerce to grow from a $76 billion market in 2013 to $153 billion in 2017. And InMobi predicted in February that 83% of global consumers with mobile devices will make a purchase through their device in the next year. Recent research from GlobalWebIndex breaks down where Internet users are most apt to use phones to shop (China is No. 1) and where they’re most apt to use tablets (China again).

In emerging markets like China, many shoppers are leapfrogging PCs and using mobile as their primary device to access the Internet. At the same time, mobile penetration continues to increase (indeed, there were 96 mobile subscriptions for every 100 people on earth in 2013).

Brands are increasingly focused on ways to make mobile transactions more seamless. The Starbucks app will soon give users the ability to order and pay with their mobile devices. The Visa Checkout app will allow consumers to complete debit and credit transactions without leaving vendor apps. Both Twitter and Facebook are exploring ways to make in-platform purchases easier. At the same time, basic tools like texts are also effective. According to James Van Arsdale III, director of UX for WebLinc, text messages lead to more sales than emails among younger consumers.

Image credit: Visa