July 24, 2012, 4:04 PM

Second 500 retailers embrace mobile commerce

More than a quarter have an m-commerce site.

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It’s no longer just the big retailers offering consumers a convenient way to shop and research products online using their web-enabled smartphones or tablet computers.

Many smaller niche web merchants are now launching their own mobile commerce site and mobile app programs, according to an analysis of data for Internet Retailer’s 2012 Second 500 Guide. 27%, or 134, of the merchants ranked in the Second 500 Guide have a web site that’s optimized to handle mobile commerce. The Second 500 Guide ranks the North American retailers Nos. 501 to 1000 in online sales.

Smaller web merchants are looking to embrace mobile commerce because traffic from web-enabled smartphones and tablets to both mobile-optimized sites and standard e-commerce sites is growing. Consider these numbers:

  • 55 Second 500 merchants say that more than 10% of all traffic to their e-commerce sites now comes from mobile devices, including 16 with more than 15% and four with more than 20%.
  • 91 merchants ranked in the Second 500 Guide say that transactions occurring on their mobile-optimized sites and apps or on mobile devices to their e-commerce sites now account for at least 2% of total annual sales, including 42 Second 500 merchants at more than 5% and eight merchants with more than 10%.
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