Mobile commerce is one of the most powerful drivers of ecommerce 2.0, but only when it’s done right. But how do you do it right?

Our CEOs from Warby Parker, Birchbox, Jack Threads, and One Kings Lane started out the conversation by debating whether everyone really needs a native app or not. The table was pretty much divided.

Doug Mack from One Kings Lane made a persuasive case saying, “Nothing beats killer merch’ on a blazing fast site.” Mobile Web just isn’t that– not yet anyway. “Milliseconds affect conversion massively. When someone is at the line at Starbucks, you’ve got three minutes to get them through. Mobile optimized Web will never compete.”

So are all smart phone conversion rates the same? Hardly. The conversation took an interesting turn when the guests started to get into the nitty gritty of how each platform converts. For both Jack Threads and One Kings Lane the iPhone over performs, but conversion on Android devices is just abysmal.

“It’s shocking,” Jack Threads’ Ben Lerer says. “We should be killing it on Android. We have tons of people download it and lots of them show up everyday and do all the things that would lead you to purchasing something and they just don’t buy.”

More on the theories why in the clip below.