Complex sentence: Rocco believed there was a need to bridge the gap between merchants and customers; customers should easily and quickly order and purchase goods in advance through their mobile device, while merchants should easily access and manage potential customers.
Split into simpler sentences: Rocco believed there was a need to bridge the gap between merchants and customers. Customers should be able to easily and quickly order and purchase goods in advance through their mobile device, while merchants should be able to easily access and manage potential customers.