Retailers are facing major changes, including intensified competition, increased internationalization, and technological advances, which are transforming the competitive landscape at a fast pace. Simultaneously we see an emerging paradigm shift in consumers’ buying behavior. Digital devices such as smartphones and tablets allow consumers to search and shop online, irrespective of time and place and without geographical boundaries. While these devices originally were used mainly for information search, mobile purchases are becoming a natural part of many consumers’ shopping habits.