With the recent release of Apple Pay, Pay with Rad Pad, and now Snapchat’s Snapcash, mobile pay is undeniably having a moment. But with Millennials increasingly opting to buy directly off their phones, this phenomenon is much more than a trend; mobile pay is becoming the norm, and mobile commerce (m-commerce) has a distinct leg-up on its e-commerce cousin. Here’s what startups need to know about appealing to Millennials on the mobile marketplace.