In the last decade, due to globalization and advances in modern technology, the role of smartphones in retail has grown significantly. Buyers and consumers have increasing and complex requirements when buying various products and services, and it is up to entrepreneurs to adapt to this and satisfy the consumer at all costs in order to remain competitive in the market. The twenty-first century is an era of constant innovation that provides customers with an overview, use and purchase of various products and services via mobile devices anywhere. The smartphone, in the modern age is an indispensable segment in the lives of consumers who are up to date with trends in the modern market. They want to get the desired information, products and services as quickly and at lower cost. It is up to entrepreneurs to provide the customer with a product or service that will fully satisfy their needs and desires through their innovations, be they related to smartphones or a physical store. Entrepreneurs' response to these new conditions is mobile applications, websites and portals, but also innovative technologies within the store. Through their smartphones, users can view the company's product offer, be informed about news related to the range, trends, compare prices and products, make purchases outside the physical store to save time. Also, consumers can more easily monitor their purchasing activities and expenditures and thus better and more rationally manage their budget. The purpose of this paper is to establish the role of the smartphone among consumers in the process of buying everyday consumer goods. Accordingly, an empirical survey will be conducted using a survey of a minimum of 100 people (n ≥100) to examine how a smartphone in the buying process facilitates and accelerates the steps from realizing the need to buying goods without physically going to the store.