According to a recent article on Market Watch the majority of cell phone users are searching for services and products online and these users feel the smart phone is a really handy device to use to make a purchase.
The good news is that most smart phones know where they're located. A phone will give information locally first and then branch out depending on where that phone's user is if that user allows for certain GPS location searching. This means that local small business can be on equal footing with all the big competition around as long as the proper keywords and web marketing is in place.
Because security is a concern for these online users it's important that your website offer a Paypal option for payment as it is viewed as more secure over traditional credit and debit cards. And for the 3 out of every 10 who don't feel comfortable making purchases online---be sure your physical location, phone, and hours of operation are prominently displayed on your website and are kept up to date.