November 3, 2010, 3:35 PM

Apparel retailer flies into mobile web

Bluefly launches an m-commerce site in time for the holidays.

Lead Photo

Consumers can shop select products from the merchant on its new site.

Hot on the heels of launching an iPhone app last month, apparel and accessories retailer Bluefly Inc. has launched a mobile commerce site, stressing holiday shopping as a reason for the timing.

Optimized for major smartphone operating systems, the site, built by m-commerce technology provider Usablenet Inc., enables shoppers to search, browse and buy a curated selection of fashion, shoes and accessories from numerous designers.

A universal shopping cart enables a customer to begin a transaction on her mobile device and complete it on her desktop or laptop, and vice versa. Customers can also manage all of their account information with their smartphones.

“We’re as focused on portability as our customer is,” says Mark Wilson, director of e-commerce product development at Bluefly, No. 163 in the Internet Retailer Top 500 Guide. “We understand that shoppers make their purchasing decisions on the go. We want to be there when they do—wherever they do.”

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