Current trends show that by June 2013 50% of fashion search queries will come via mobile and tablet devices.
Speaking at the Drapers Ecommerce Summit, Martijn Bertisen, director retail of Google UK, said that considering the trend predictions, many retailers still need to catch up with the consumer, with only 54% of UK fashion sites currently optimised for mobile.
This year, 75% of the UK population will own a smartphone, with the average reaching for it 120 times a day. Sites that are not optimised for these platforms should “compare it to shutting up your store every Monday and Tuesday” Bertisen said.
Shop Direct’s social and mobile lead, Jonathan Hudson who was also on the panel said the business is currently investing in its mobile platforms and development after seeing browsing traffic increase to 40% via mobile.
Nish Kukadia, chief executive of Secretsales, emphasised the importance of mobile and tablet to a flash sale business, but admitted there were initial struggles to maintain a number of platforms at once. To overcome this challenge the business strategy has now shifted to a mobile first approach. Currently 46% of sales are generated through the mobile or tablet device.