Many companies are losing out on potential sales because they have not developed a mobile-optimised site, according to research from online sales expert Mediarun.
It revealed that bounce rates, whereby consumers log on to a site but exit without buying anything or ordering any parcels, are ten per cent higher on mobile devices than they are on desktop computers.
This suggests that 5.6 per cent of all mobile traffic is being put off making a purchase by poorly-optimised mobile sites, Internet Retailing reports.
Alex Wares, managing director of Mediarun, argued that at a time when every transaction counts, it is crucial for retailers not to delay in adapting their websites for smartphones and tablets.
"There is no questioning the rise of mobile - it has been meteoric, but for all of this burgeoning boom there are problems," suggested Mr Wares.
He noted that even major retailers such as Sainsbury's have yet to effectively adapt their site for mobile, meaning consumers are forced to deal with the full site over their smartphones.
"This can have a lasting impact on customers as those who have a poor experience when trying to browse on a mobile - which may represent the first impression of a business - are unlikely to re-visit the site on a desktop," added the managing director.
Businesses can end up losing a great deal of trade if they fail to engage with the ongoing tend towards m-commerce and multichannel retailing, Mr Wares warned.
Developing a fully-optimised mobile site is a vital step in engaging with the future of ecommerce, he concluded.
Recent data from the BRC-Google Online Retail Monitor, compiled by the British Retail Consortium (BRC) and the search engine giant, found that mobile and tablet search volumes leapt by 132 per cent on a year-on-year basis over Q1.
Author: Paul Burn