An electronic platform (10) for facilitating mobile commerce transactions includes: a user interface (20) that is provided to a user (60), the user interface (20) being operable to retrieve from the user (60) a plurality of settings for different parameters that regulate a manner in which the platform (10) operates for a given entity that is being served by the platform (10); a conversation tracking engine (40) that monitors messages exchanged between the platform (10) and mobile device users (72) accessing the platform (10), the conversation tracking engine (40) being operative to recognize which ones of selected monitored messages together form a common conversation and keep track of a current state of that conversation; and, a mobile content rendering engine (30) that is operable to dynamically render mobile content in response to the platform (10) receiving a request from a mobile device (74) for mobile content, the mobile content being rendered in accordance with the parameter settings entered via the user interface (20).