The theory of shopping as ‘retail therapy’ is far more pronounced in a world dominated with the ubiquity of mobile. The portability of such devices makes them compelling windows into experiences that were never possible previously. Ease of access, superior user experience and ultimately a way to kill time for many millennials; retailing is indeed a therapy. Mobile users, who window-shop on e-commerce apps to kill boredom, end up purchasing products. Push-notifications, offers, a customised feed for each individual are all ancillary functions that help personalise experiences for a user. In all, apps and mobile browsers are growing rapaciously to capture mind share. To personalise these experiences, e-commerce companies are hungry for data. Are you a male, female? How often do you check for clothing? This data helps marketers serve better products to a consumer. more