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Shop Direct launches its first transactional app with as mobile traffic nears 60%

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Multi-brand digital retailer Shop Direct has launched a new iPhone app to give its customers an easier, more engaging user experience and marks the company’s first foray into transactional apps.

The app includes cutting-edge – and increasingly popular – image recognition technology that allows shoppers to take snaps of clothes they covet and search for similar patterns across’s vast product range. Search and browse has also been optimised to enable smoother and faster navigation of the 946 brands currently sold on Customers can also track their orders in just one tap and make payments on-the-go.

The launch marks the start of an increased investment in apps to further boost Shop Direct’s mobile artillery. Mobile is now its largest sales channel and accounted for 58% of online sales at flagship brand over Christmas. Feedback from shoppers indicates that they find apps a more secure environment to manage their accounts; they can now check their balance and available funds and pay their statement in just a couple of clicks.

Shop Direct e-commerce director Jonathan Wall explains: “Mobile sales continue to grow at pace. Customers are shopping when they want, where they want and mobile is making this possible. A world class app is now a must-have. Our new app will make our customers’ shopping experience smoother, slicker and speedier than ever before.”

Shop Direct has initially launched the app on iOS, which accounts for more than 50% of traffic to its websites, but plans to launch on Android later this year. The retailer has begun promoting the launch to users of’s existing app and will kickstart a campaign to attract new customers in the next few months.

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