New Words

dominate  v.支配，影响；占有优势 domination, dominant

optimization  n. 最佳化，最优化 optimize, SEO

transformation  n. 变化，转化 conversion, transaction

surge  n. 浪潮 v. 激增，飞涨

makeup  n. 化妆；补充 cosmetics, make up

snap  v.捕捉  snapshot 快照，Snapchat 

anticipation  n. 期待，希望；预期  anticipate; participate

flourish  vi. 繁荣；活跃，蓬勃 flour

mainstream  n. 主流；主要倾向（趋势）stream

engaging  adj. 吸引人的，迷人的 engage

tremendous  adj. 极大地，巨大的

friction  n.摩擦，冲突

integrate  v. 整合，合并 integration

intensify  v.使增强、加剧  intensity, intense

skyrocket  vi. 激增，猛涨

vulnerability  n. 弱点，脆弱性  vulnerable

substantially, immensely, remarkably

loyalty  n. 忠诚，重视 loyal

snowball  vi. 滚雪球般增大

milestone  n.里程碑 cornerstone

Phrases

digital landscape 数字领域 landscape

mobile e-commerce  移动电子商务

online retail  在线零售 B2C, C2C

visual search 视觉搜索 

voice search 语音搜索

load time  加载时间

checkout flow  结账流程

social sale 社交销售

brand awareness  品牌知名度，品牌意识

Abbreviations

AR (Augmented Reality) 增强现实

PWA (Progressive Web App) 渐进式网页应用程序

Success: meeting people where they already are

opening up a shop on Main Street

having a presence in a local mall

robust online presence

mobile devices dominate the digital landscape

mobile e-commerce will become the dominate force

benefits both buyers and brands: convenience for shoppers, faster conversions for merchants

mobile retailer trends:

1. Augmented Reality Rises

Examples:  

Nike Fit: measure shoes to ensure the perfect fit

Warby Parker’s: see how new glasses would look

Sephora’s Visual Artist: try out makeup products

 Ikea’s AR furniture app: view products in their homes

 Toyota’s AR app: alter the car buying experience

Nike Fit

Warby Parker’s app

Sephora's Visual Artist

 Ikea’s AR furniture 

Toyota's AR app (AR陈列室)

2. A surge in visual Search

The way consumers search is changing (voice searches)

optimizing images for visual search

- artificial intelligence technology

visual shopping

3. PWAs Drive Speedier On-Site Experience

- progressive web apps 渐进式网页应用程序

user experience: fast load times

53% mobiles users abandon a site, 3 seconds to load

mobile websites and native apps, faster, engaging, flexible

4. Mobile Payment Apps Proliferate

credit card info to pay, could soon be over

reduce friction, use a variety of popular payment apps

integrating these services, increase conversions

5. Mobile Fraud Intensifies

Unfortunately, mobile fraud cases is set to skyrocket

massive security concerns

criminals are bound to surface

consumers utilize mobile payment services

6. Enhanced Mobile Security

a variety of ways for sellers

HTTPS, secure host, secure team, powerful encryption tools, running simulated attacks

7. An Increase in Social Sales

social media to boost brand awareness

Shoppable Facebook pages, Instagram Shoppable

direct way to purchase products, reduce the friction

easy for retailer to reach folks

Instagram 1416% rise in traffic, 20% hike in revenue

8. Chatbots Drive Conversions

聊天机器人（AI客服）

customer service – driving conversions

chatbots become sophisticated

all hours of the day and night

9. Smart Site Search

easy for customers to find a product – convert

better customer experiences

navigation simplified, dynamic product pages

autocomplete search functionality – loyalty and sales

10. Voice Search Snowballs into Voice Shopping

voice assistants like Alexa and Siri

voice search impact – increasing sales

voice search and voice shopping - $40 billion milestone

2021年，双11期间超过100万订单是通过天猫精灵的语音命令提交和支付的

11. Small Businesses Get in on the App Action

apps drive sales

more affordable to produce

the investment is a wise one for sellers

12. A Faster Checkout Experience

faster on-site experience and mobile payment options

optimized checkout process

enhance the shopper’s buying experience

Technology is evolving, retailers remain flexible

Notes

[1] However, there is a solution that is currently breaking into the mainstream and that could resolve this and many other problems with the mobile experience.

本句中，and 连接了两个定语从句：that is currently breaking into the mainstream 和that could resolve this and many other problems with the mobile experience，都修饰和限定a solution。

[2] The mainstream acceptance of these technologies provides sellers with a tremendous opportunity to reduce friction in the mobile checkout process by allowing them to use a variety of popular payment apps. 

本句中，to reduce friction in the mobile checkout process by allowing them to use a variety of popular payment apps是一个动不定式短语，作定语，修饰和限定opportunity。在该短语中，by allowing them to use a variety of popular payment apps作方式状语，修饰reduce。

[3] Through the many e-commerce features provided by social media websites, consumers have a more direct way to purchase products, thereby greatly reducing the friction in the process.

本句中，Through the many e-commerce features provided by social media websites是一个介词短语，作方式状语，修饰主句的谓语have。在该短语中，provided by social media websites是一个过去分词短语，作定语，修饰和限定e-commerce features。thereby greatly reducing the friction in the process是一个现在分词短语，作结果状语。

[4] Moreover, since many shoppers are already using social media on a daily basis and have the apps installed on their smartphones, it is immensely easy for retailers to reach folks through these portals, as opposed to getting them to visit a dedicated online store. 

本句中，it是形式主语，is easy 是系表结构作谓语，to reach folks through these portals, as opposed to getting them to visit a dedicated online store是一个动词不定式短语，是真正的主语。since many shoppers are already using social media on a daily basis and have the apps installed on their smartphones是一个原因状语从句，修饰谓语。

[5] Mobile e-commerce trends indicate that retailers will continue to invest in producing better customer experiences, meaning that navigation will become simplified, more dynamic product pages will be produced and autocomplete search functionality will become more commonplace.

本句中，that retailers will continue to invest in producing better customer experiences是一个宾语从句，作谓语indicate的宾语。meaning that navigation will become simplified, more dynamic product pages will be produced and autocomplete search functionality will become more commonplace是对整个句子的补充说明。