Brands make big improvements to their small-screen sites

A new analysis of 50 m-commerce sites finds most have improved mobile shopping.

Katie Evans

Retailers have improved their mobile commerce sites in the past year, making them easier to shop and employing more effective promotional tactics, a new study from The E-tailing Group finds.

The consultancy’s 3rd Annual Mobile Mystery Shopping Study finds that all 50 mobile sites it analyzed—ranging from Wal-Mart to HSN to J. Crew —improved mobile shopping this year compared to last. Apparel retailer American Eagle Outfitters earned the highest score, replacing Best Buy, which finished first in last year’s ranking.

The E-tailing Group looked at 168 metrics across the mobile sites. Sites were scored on a 100-point scale based on metrics on five key pages, merchandising tactics and customer service availability.


This year the number of sites with a score of 80 or higher doubled to 10. And the overall average Mobile Customer Experience Index score rose from 64.56 to 71.53­—an 11% increase.

Specifically, the study looked at:

A few of the specific site elements The E-tailing Group looked at for each of these checkpoints include:

 Additionally, 50% of the merchants with stores now allow shoppers to locate products at local stores with 64% enabling geolocation and 34% offering store pick-up.

“Clearly mobile merchants are gaining a better understanding about some of the unique needs of the on-the-go shopper,” The E-tailing Group says.

The top five mobile sites and their scores for this year are:

The five merchandise categories that ranked highest for mobile shopping, the number of merchants in the category, the category score this year compared to 2011 and the percent change are as follows:


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