October 21, 2011, 1:34 PM

Mobile commerce is blossoming across the pond

Mobile sales comprise 3.3% of retailers’ total online sales, study finds.

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The U.K. has been a little behind the U.S. when it comes to mobile commerce innovations and retailers deploying m-commerce sites and apps, industry observers say. But the results of a new study show that m-commerce is growing royally.

Sales via smartphones and tablets through mobile commerce sites and apps of 20 U.K. retailers in January 2010 accounted for 0.4% of total online sales, according to the IMRG Capgemini Benchmarking Index. That figure jumped to 3.3% in June 2011, the index finds.

What’s more, retailers are being visited by many more consumers on mobile devices. 1.4% of total traffic in January 2010 stemmed from mobile devices, the index says. That jumped to 7.0% in June 2011. Mobile traffic is as high as 12.0% for some retailers in the index.

“Mobile has been discussed for a while now as an important channel for retailers to engage through, and with some retailers having up to 12% of their traffic coming through that channel, its popularity among consumers is clear,” says David J. Smith, chief marketing and communications officer at research firm IMRG.

The 20 U.K. retailers in the index include Clarks (No. 203 in the Internet Retailer Top 300 Europe), Crocus, Debenhams Plc. (No. 65), Freeman Grattan Holdings, Home & Cook, JD Sports Fashion Plc. (No. 173), John Lewis Plc. (No. 21), Joules Clothing (No. 273), Lyco, M & M Direct Ltd. (No. 59), Marks & Spencer (No. 22), Matalan Retail Ltd. (No. 115), Milletts, New Look Retail Group Ltd. (No. 102), Schuh Ltd. Group (No. 160) and Shop Direct Group (No. 20).

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