UK retailers are just not mobile enough

With mcommerce now 12% of overall ecommerce sales in the US and 5% in the UK andn climbing fast, retailers need to improve mobile website optimisation with an emphasis on conversion-driven design to increase revenue

So says Skava the leading provider of digital commerce, digital marketing, and digital in-store technologies to brands including Staples, GAP and Banana Republic following the results of its annual ŒUK Retailer Mobile Optimisation¹ report.

The report indicates that despite the surge in mobile traffic, which now accounts for nearly 20% of all e-commerce traffic, a quarter of the top 100 UK retailers have yet to optimise their e-commerce websites for mobile devices.

Although, this is a 26% increase on the 50% of UK retailers who had optimised for mobile by March 2013, UK retailers still lag behind the US, where 100% of the top US retailers have optimised.

According toeMarketer¹s latest forecasts, worldwide business-to-consumer (B2C) ecommerce sales will increase by 20.1% in 2014, reaching $1.500 trillion. In the US, 12% of overall ecommerce revenue is now made up of mcommerce sales according toBI Intelligence.

The leading UK mobile retailer Argos received £400m in mcommerce sales, accounting for 10% of their overall online sales. However, on average the top 20 UK retailers have 5% of revenue coming from mcommerce according to the 2013Internet Retailer Global Mobile 500.