Shop Direct has launched its first transactional shopping app for its Very brand, which allows customers to scan clothing and match it with products from around 950 brands.
The business said its marks the start of an increased investment in apps, as mobile is becoming its largest sales channel. Nearly 60% of transactions over Christmas were completed online, with half of all web traffic coming from Apple iOS mobile devices.
The Very app is available on iPhone, with an Android version to follow later in the year.
Additional features on the image recognition app include order tracking and the option to check the balance of and make payments on statements.
Shop Direct ecommerce director Jonathan Wall said: “Mobile sales continue to grow at pace. Customers are shopping when they want, where they want and mobile is making this possible.”