The study also reported that retailers are finding value in social media marketing, but the ROI for driving online sales remains murky; 28 percent of respondents said social marketing has helped grow their business, but direct sales from social tactics are not widely measured.

via Online Retailers Are Going Mobile, Are Uncertain of Social Media Success.

Its not really clear what mobile retailing means for the small business. I can certainly understand Starbucks leveraging mobile to get customers to the nearest Starbucks when their customer is traveling. But for little oh me? I don’t know. I think it makes sense to test out your web site on your mobile phone and friend’s phone so that all the functions to be able to buy something is not hindered.