Worldwide Business Research has published a study on the impact of mobile commerce (or mcommerce) in Europe. Mcommerce is growing rapidly in popularity in the region, and businesses are furiously working to ensure they can provide a good mobile experience. One quarter of brands questioned said that mcommerce was their number one online priority over the next 2 years, with 54% saying it would be their number two priority. Re-platforming mobile websites was the most commonly cited activity amongst businesses working on mobile, followed by digitising the in-store experience, determining new mobile strategy KPIs, and customer segmentation and personalisation. Improving conversion rates was the most commonly given top metric for brands.