Mobile applications can help brands build loyalty and engagement among key demographic groups like younger men who are more likely to use smartphone apps. Features like location services, barcode scanning, and loyalty programs are well-suited for mobile apps. Examples include beauty advisors that recommend products based on photos of the user's features, and social commerce sites that integrate shopping and social media connections by allowing users to share purchases. As smartphone and social media penetration increases, more retail is projected to occur through platforms like Facebook, driving the growth of social commerce.