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UK Retailers lagging behind American counterparts in m-commerce, despite demand from European consumers

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Just 50% of the top 100 UK retailers have optimized their websites for mobile devices, compared to 100% of Top US retailers, finds a study by Skava, a mobile app company headquartered in San Francisco.



Today revenue from mobile accounts for more than 1% of all online sales in Europe and is growing at a compound rate of 43.1% a year. Research firm Forrester estimates that by 2017, revenue from mobile will account for 6.8% or €19bn in revenue – yet retailers appear to be slow on the uptake.

According to Skava, a smartphone user has a distinct set of expectations when browsing on a mobile device compared to how they interact with their desktop or even their tablet. Retailer’s websites which have not been optimized for tablet experience a far lower rate of conversion compared to one that has been specifically optimized for the device.

Retailers need to be able to respond quickly to the ever shifting digital landscape and influx of new devices, by making sure their e-commerce website is not only working properly but optimised for conversion across all devices.

“Our recent findings show that European retailers have been slower to optimize their mobile websites, despite the demands from their customers and the revenue potential of catering to their needs,” said Arish Ali, Skava CEO. “Mobile commerce is in its second wave in the US as retailers continually advance and improve on their mobile websites. Retail executives in the UK have started to realise the importance of providing optimized mobile and tablet experiences for their customers, and that is why Skava has entered the UK market at the right time to support retailers in this quest.”

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