Online shoppers are increasingly using mobile phones

Online shoppers are increasingly turning away from their computers and using their mobile phones to make purchases, it has been noted.
Patricia Davidson, online consultant and founder of – which was founded in 2003 and aims to collate the best fashion and lifestyle sites in one place – explained consumers are more likely to buy a smartphone or tablet when the buying experience is guaranteed to match that offered by a laptop or PC.
Ms Davidson stated: “Mobile shopping needs to be fast, search needs to be very efficient, the customer journey needs to be effortless and brand values need to stay the same whatever medium.”
Companies looking to make their website compatible for mobile might therefore want to take these suggestions into account when planning their strategies.
Ms Davidson explained technology systems are now established for these firms to take advantage of and to improve the service they offer for customers.
The mobile revolution is therefore likely to mostly benefit retailers that have already established a well-integrated multichannel approach, she added, especially as the end of 2014 is likely to see online and mobile channels outselling most stores.