The rapid development of mobile devices contributed to the introduction of m-commerce whose growth is expected to exceed that of e-commerce. The interface usability of mobile applications is a critical factor for the acceptance of m-commerce, as a good interface design allows users achieve high performance when using mobile applications. However, this it is especially difficult to achieve due to certain limitations of mobile devices; limited processing power, low-bandwidth communication, small display and overall device size, limited mobile internet coverage, delays in standardization and poor quality of service. In this paper, we discuss the particular characteristics of the mobile setting, survey available design guidelines and stress the crucial role personalization can play for alleviating the aforementioned problems and allowing m-commerce reach its full potential.