Methods and systems for automatically configuring mobile device applications based on location are described. In an example, methods and systems for enabling contextual in-store experience modification on a mobile device can include capabilities for altering the functionality of a mobile application based at least in part on the location of the mobile device. For example, a mobile shopping application can be configured to perform different functions depending upon the type of retail location the mobile device is currently in. Additionally, the mobile application can be configured to enable different functions between a retail location and a user's residence, among other locations.