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24% of Top UK Retailers Not Ready for Mobile

Posted on 6.02.2014

Mobile traffic is on the rise, but nearly a quarter of UK retailers are still not offering websites that are optimized for these devices.

In fact, a recent study from commerce solutions provider Skava reveals that even though mobile traffic accounts for almost 20 percent of all e-commerce traffic, 24 percent of the top 100 UK retailers do not have mobile-optimized websites. That said, the number of UK retailers who are embracing m-commerce has increased since 2013, when 50 percent of the UK’s top 100 online retailers did not offer a website optimized for mobile devices. Comparatively, Skava reports that 100 percent of the top US retailers have mobile-optimized sites.

“In Europe, some retailers are still arguing the importance of mobile as a significant source of revenue, yet leading UK retailer Argos generated £400 million in m-commerce last year, accounting for 10 percent of overall e-commerce revenue. The increase in e-commerce revenue overall is masking the loss of revenue through poorly converting mobile websites,” said Arish Ali, Skava CEO and co-founder. “Simply creating a mobile website is no longer efficient, but retailers must build mobile optimized websites with a conversion-first approach. The launch of a mobile website is not the end of a retailer¹s mobile strategy, but just the beginning. Like e-commerce websites before them, they require constant updates based on analysis of user behavior to create a seamless shopping experience.”


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One way retailers can discover how much revenue they are missing out on with the SkavaOne Calculator. This tool uses a retailer’s average order value (AOV), traffic and conversion rates from all platforms to calculate the financial impact for retailers with under-performing mobile commerce experiences.

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