The chapter centres on how individuals use mobile technologies and communication devices during the customer journey. In parallel with the rapid progression of technology, mobile consumption and commerce (m-commerce) have now become central to many customer journeys. They are so commonplace that the very concept of ‘shopping on the move’ is one of the defining features of personal, social and commercial life in the twenty-first century. Consumers move across channels in a seamless journey that combines images and text in the process of information gathering, communication and purchasing. Their mobile devices are the primary means to merge the virtual with the real world, enabling users to continue their retail journey at their own pace through online connectivity, interfaces and apps. However, the chapter demonstates that the very fluidity of the journey holds implications for personal identity and consumer behaviour.