IBM is truly striving to evolve with the demands and expectations of the consumer. Earlier this month, Sr. Solutions Manager Heather Maryo and I had the opportunity to attend the Smarter Commerce Global Summit. With the theme Buy Sell Market Service, IBM recognizes that consumers aren't merely going online and purchasing products. People are conducting extensive research, reading reviews and detailed descriptions. They're liking and discussing items on Facebook, Twitter and Pinterest. It's undeniable that people are constantly connected, and that the buying cycle really never begins or ends anymore. In light of this fact, there are two things that online retailers should be focused on: mobile and social.