Mobile computing technology has become prevalent in today's world with a majority of the population in the developed world owning a smartphone. Within the US & much of Europe, retailers are fast approaching the metric of 50% of all online shopping now being done on a smartphone. Customers are shopping on their phones or being influenced on their phones through their social networks. There have been a number of applications of mobile computing technology in retail with many of the applications hitting widespread adoption. Retailers still coming to terms with the impact the internet has had are now also coming to terms with what mobile computing is doing to transform the industry.