--- title: Many Retailers Are Dipping -- and Not Diving -- into Mobile description: According to a new study on mobile commerce, most if not all major online retailers are testing the ... image: https://www.websitemagazine.com/hubfs/Imported_Blog_Media/local-pin-phone-image-Jan-23-2023-12-19-47-6461-AM-2-2-May-01-2023-09-26-53-6158-PM.png --- [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) [![Website Magazine Logo](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x-1.png?width=586&height=145&name=gradient-regular@3x-1.png "Website Magazine Logo")](http://Website%20Services,%20Inc.) - [About](https://www.websitemagazine.com/about) - [FAQs](https://www.websitemagazine.com/about/faq) - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial Staff](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Resources](https://websitemagazine.tradepub.com) - [Newsletter](https://www.websitemagazine.com/newsletter-sign-up) - More - [Contact Us](https://www.websitemagazine.com/contact) [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) Search - [Latest](https://www.websitemagazine.com) - [Design](https://www.websitemagazine.com/web-design) - [Development](https://www.websitemagazine.com/web-development) - [SEO](https://www.websitemagazine.com/seo) - [Ecommerce](https://www.websitemagazine.com/ecommerce) - [Content](https://www.websitemagazine.com/content) - [Marketing](https://www.websitemagazine.com/marketing) - [Advertising](https://www.websitemagazine.com/advertising) - [Email](https://www.websitemagazine.com/email) - [Infographics](https://www.websitemagazine.com/infographics) - [View All Topics](https://www.websitemagazine.com/channels) # Many Retailers Are Dipping -- and Not Diving -- into Mobile ![Linc Wonham](https://www.websitemagazine.com/hubfs/Linc%20Wohnam.jpeg) [by Linc Wonham](https://www.websitemagazine.com/mobile/author/linc-wonham) 15 Jul, 2011 - - - [mailto:?Body=https://www.websitemagazine.com/mobile/most-major-retailers-dipping-not-diving-into-mobile](mailto:?Body=https://www.websitemagazine.com/mobile/most-major-retailers-dipping-not-diving-into-mobile) - Link Copied! ![Many Retailers Are Dipping -- and Not Diving -- into Mobile](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/local-pin-phone-image-Jan-23-2023-12-19-47-6461-AM-2-2-May-01-2023-09-26-53-6158-PM.png) ![](https://www.websitemagazine.com/hs-fs/hubfs/Imported_Blog_Media/mobile-mini-Jan-23-2023-12-11-28-2883-AM-1-1-1.gif?width=75&height=75&name=mobile-mini-Jan-23-2023-12-11-28-2883-AM-1-1-1.gif)According to a new study on [mobile commerce](https://www.websitemagazine.com/definition/m-commerce), most if not all major online retailers are testing the waters with mobile-friendly websites but only a small percentage have complemented those sites with mobile applications. Many of the sites, in fact, even lack some of the basic features that would help consumers shop or browse from their mobile devices.   For a more in-depth discussion on how to most effectively take the plunge into mobile, keep an eye out for *Website Magazine*'s upcoming September cover story, Five Ways to Dive into Mobile.   The survey from technology provider CrossView selected 25 top retailers such as Toys 'R' Us, Foot Locker, Best Buy, Urban Outfitters, Abercrombie & Fitch, PetSmart, Coach, Dick's Sporting Goods, Polo and Ralph Lauren, and all 25 have implemented mobile commerce sites. Only 12 percent, however, currently offer mobile apps for the iPhone, iPad or Android.   Some of the features and functions included on the retailers' mobile-friendly websites include mobile accessibility to customer reviews, product availability, loyalty programs and GPS technology to locate stores. All 25 mobile sites include product names, descriptions, prices, the ability to complete a purchase and a store locator, while 88 percent of them allow customers to share product information via social media and to set up an account from their mobile devices.   Eighty percent of the sites allow customers to track their orders after a purchase as well as to create a wish list. Sixty percent offer ratings and reviews, 56 percent allow customers to access their loyalty program accounts, and 52 percent of the sites integrate GPS satellite technology within the store locator.   Only 44 percent show product availability online and at store locations, 40 percent display the estimated shipping charges before adding a product to a shopping cart, and 28 percent feature buy via mobile/pickup in-store.   "A majority of the mobile-optimized websites we looked at lacked basic features to help shoppers make purchase decisions in physical retail stores," says Jason Goldberg, vice president of strategy and customer experience at CrossView. "Mobile must be integrated as a part of the overall cross-channel shopping experience. It's critical that merchants avoid creating mobile silos in the same way that many brick-and-mortar retailers did with their first-generation ecommerce sites."   Again, look for *Website Magazine*'s upcoming September issue to learn Five Ways to Dive Into Mobile.   ![Linc Wonham](https://www.websitemagazine.com/hubfs/Linc%20Wohnam.jpeg) [Linc Wonham](https://www.websitemagazine.com/mobile/author/linc-wonham) I am a longtime content specialist with vast experience in ideating, creating and editing articles, infographics, books, ebooks, white papers, insights guides, corporate POVs, video scripts and more for omnichannel promotion and distribution on behalf of publishers, brands and creative agencies. My areas of expertise include financial services & fintech; retail & ecommerce; CPG marketing, sports, technology, lifestyle and more. - #### Popular Post ### [Mobile banking can be actually good at getting cheaper funds ![Mobile banking can be actually good at getting cheaper funds](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/mobile_banking-200x200-Jan-23-2023-12-06-20-2386-AM-1-1-1.png)](https://www.websitemagazine.com/mobile/mobile-banking-can-be-actually-good-at-getting-cheaper-funds) ### [Apps Will Win the Olympic-Viewing Silver ![Apps Will Win the Olympic-Viewing Silver](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/sochi_100x100-2-1-1-1.png)](https://www.websitemagazine.com/mobile/apps-will-win-the-olympic-viewing-silver) ### [5 Ways to Go Beyond Google's Mobile Minimum ![5 Ways to Go Beyond Google's Mobile Minimum](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/local-pin-phone-image-Jan-23-2023-12-19-47-6461-AM-2-2-May-01-2023-09-26-53-6158-PM.png)](https://www.websitemagazine.com/mobile/5-ways-to-go-beyond-googles-mobile-minimum) #### Subscribe to Our Newsletter! [![](https://a.impactradius-go.com/display-ad/13053-1438301)](https://semrush.sjv.io/c/3976891/1438301/13053)![](https://imp.pxf.io/i/3976891/1438301/13053) #### Latest in Mobile Marketing [![Move Over Email - Mobile Wallets Could Be the Next Big Thing for Advertisers](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/clay-banks-XvS-uKUoUao-unsplash-1.jpg) Move Over Email - Mobile Wallets Could Be the Next Big Thing for Advertisers](https://www.websitemagazine.com/mobile/move-over-email-mobile-wallets-could-be-the-next-big-thing-for-advertisers) [![What Is Happening on Game of Thrones (In-App that Is)](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/got-1-1-1-1.png) What Is Happening on Game of Thrones (In-App that Is)](https://www.websitemagazine.com/mobile/what-is-happening-on-game-of-thrones-in-app-that-is) [![Is Your Site Prepared for M-Commerce?](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/mobile-Jan-23-2023-12-05-28-0845-AM-1-1-1.png) Is Your Site Prepared for M-Commerce?](https://www.websitemagazine.com/mobile/is-your-site-prepared-for-mcommerce) [![Analytics for Push Notifications in Progressive Web Apps](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/click1c-2-1-1-1.png) Analytics for Push Notifications in Progressive Web Apps](https://www.websitemagazine.com/mobile/analytics-for-push-notifications-in-progressive-web-apps) [![Text Messaging 2.0 Takeaways for Brands](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/clickd928f88ec5e163acbc5dff0000ff1aaa-4-1-1-1.png) Text Messaging 2.0 Takeaways for Brands](https://www.websitemagazine.com/mobile/text-messaging-2-0-takeaways-for-brands) [![Android App Usage Data for China (Finally)](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/china-smartphone-2-1-1-1.png) Android App Usage Data for China (Finally)](https://www.websitemagazine.com/mobile/android-app-usage-data-for-china-finally) [![gradient-regular@3x](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x.png?width=128&height=128&name=gradient-regular@3x.png)](https://www.websitemagazine.com/) 999 E Touhy Ave, Des Plaines, IL 60018   [info@websitemagazine.com](mailto:info@websitemagazine.com) [(888) 7WEBMAG](tel:18887932624) [(312) 313-6576](tel:13123136576) About - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Contact Us](https://www.websitemagazine.com/contact) Resources Membership - Login - Subscribe Signup for our newsletter © 2026 Website Magazine. All Rights Reserved - [Privacy Policy](https://www.websitemagazine.com/about/privacy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Linc Wonham", "url" : "https://www.websitemagazine.com/mobile/author/linc-wonham" }, "dateModified" : "2023-05-03T11:43:36.820Z", "datePublished" : "2011-07-15T05:00:00.000Z", "headline" : "Many Retailers Are Dipping -- and Not Diving -- into Mobile", "image" : [ "https://www.websitemagazine.com/hubfs/Imported_Blog_Media/local-pin-phone-image-Jan-23-2023-12-19-47-6461-AM-2-2-May-01-2023-09-26-53-6158-PM.png" ], "mainEntityOfPage" : { "@id" : "https://www.websitemagazine.com/mobile/most-major-retailers-dipping-not-diving-into-mobile", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.websitemagazine.com/hubfs/gradient-regular@3x-1.png" }, "name" : "Website Services, Inc." } } ``` ```json { "@context" : "https://schema.org", "@type" : "NewsArticle", "author" : [ { "@type" : "Person", "name" : "Linc Wonham" } ], "headline" : "Many Retailers Are Dipping -- and Not Diving -- into Mobile", "publisher" : { "name" : "Website Magazine", "url" : "https://www.websitemagazine.com/" } } ```