September 22, 2011, 2:16 PM

Web logs will show a very clear mobile trend

Retailers cannot afford to disenfranchise customers.

Lead Photo

Like so many other retailers, Dungarees.net has seen its mobile traffic soar over the past two years.

If you haven’t launched a mobile commerce site yet, check your logs. You are going to see a clear trend.

Two years ago at Dungarees.net, 1% of traffic coming to the work apparel and accessories merchant’s e-commerce site stemmed from smartphones. Last year mobile traffic increased to 4%. And this year it’s reached 8%. The retailer just launched an m-commerce site to meet its customers where they are shopping.

Two years ago at The Finish Line Inc., 3% of the merchant’s web traffic stemmed from mobile devices. It launched a mobile commerce site in 2010 and mobile jumped to 9%. Today 14% of the apparel and accessories retailer’s web visitors shop the m-commerce site.

Six months ago at Computer Geeks, also known as Geeks.com, mobile traffic stood at 10%. Today 14% of its total web shoppers use the computers and accessories merchant’s nine-month-old m-commerce site.

The all-important holiday season is just a month away. The number of mobile visitors to your site will jump even more as holiday shoppers are on the go, beyond busy, and turning to their smartphones for help.

If you don’t have the mobile talent in-house, seek out a vendor. Many of these technology providers can create and launch an m-commerce site in just a few weeks—in time for the holidays.

Do you think Dungarees.net can afford to disenfranchise 8% of its shoppers? Finish Line and Geeks.com 14%? Of course not. So look at your logs today. According to an Internet Retailer estimate, mobile commerce is a more than $9 billion a year business. Having an m-commerce site is no longer an option—it’s a must.

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