Upwardly mobile

Nearly half (46%) of the UK’s small online retailers have enhanced their mobile shopping experience in time for the festive season, according to new research from Royal Mail. In a statement issued today (10 December), Royal Mail reported that twice as many small retailers have enhanced their m-commerce offering this year than planned to do so at the start of 2015.

“Of those who have invested in mobile, 65% of small online businesses have developed or improved a mobile app in time for Christmas,” said Royal Mail. “One in four small retailers have enhanced the accessibility of an existing mobile website. Another 24% have created a mobile optimised website for the first time.

The survey also found that nearly a third (32%) of small online businesses are planning on working longer days to fulfil orders in the run up to Christmas.

Nick Landon, Managing Director of Royal Mail Parcels, said: “The actual investment made by small online retailers in their m-commerce capabilities has eclipsed their own predictions. As smaller retailers seek to offer customers a more flexible and immediate shopping experience via their mobile device, they will be under more pressure to ensure that orders are shipped as quickly and efficiently as possible. If small retailers are to match the heightened expectations that this brings, they will need to give even more thought to fulfilment and delivery partners.”

The retailers’ decision to enhance their mobile offerings is not surprising, given that their customers are showing a growing propensity to do their shopping by smart phone.

According to Royal Mail:  “In today’s research, 82% of retailers reported recording the device customers use to access their site. Of these, more than half (54%) report that the number of consumers accessing their site from a mobile has increased in the last year and, for 10% of small online retailers, more than half their sales are now made on a mobile device.”