Gen Z and Millennials aren’t just comfortable shopping on their phones—they expect it. (Even if there’s a generational debate on which purchases deserve a bigger screen.) For many of them, the shopping journey starts on mobile whether they’re scrolling socials, checking reviews, or price-comparing before they ever think about checking out. YPulse’s Shopping and Retail report shows 51% of 13-39-year-olds use mobile apps to shop regularly, and for some, they prefer the brand’s specific app over browsing through a website or social platform. The apps that really stand out are the ones that make this process smoother—reviews are featured clearly,...