Analyst Insight: While e-commerce is buzzing, it's still only 6 percent of total U.S. retail spend. For CPG companies, the Online Search to Offline Purchase (O2O) market (30 percent to 40 percent of retail spend) growth is driven by mobile commerce. Some 74 percent of smartphone owners use their device while shopping with 79 percent ultimately making a purchase as a result, according to Retailigence. As the "moment of truth" shifts to the "point of demand", more information is available to support supply chain decisions. – Rich Sherman, author and founder at Gold & Domas Research