However, with the third wave of e-commerce where mobile phones and other portable devices are introduced to the market, B2C is quickly becoming the key to succeeding in today's economy. According to Internet Retailer's Global 1000 report, in the United States alone consumers spent approximately $1.74 trillion on Internet sales in 2015. (Zarogan, 2016) with the development of mobile devices, consumers now have the ability to access the Internet in a ubiquitous way that now allows businesses to seamlessly interact with consumers through the use of a website, email, social media, surveys and many other places. One company that has understood the importance of mobility is Teleflora. Teleflora is a company that has built its business on the age-old tradition of sending flowers mixed with the modern technology of mobile technology. Realizing that the company's initial strategy of ordering online was inconvenient for customers using mobile devices, the company created a new organizational structure to support the emphasis on mobility. This change in business practices, while still new, has shown some significant results. According to Beth Monda, vice president of e-commerce at Teleflora, "year-to-date mobile traffic is up 10% year over year and their mobile traffic