More than a billion users will be shopping through their mobile by 2016.
Many large retailers are making significant moves to integrate mobile into in-store, online and call centre operations, reports Informa.
Currently some of the bigger stores such as Walmart and Marks and Spencer are enhancing their in-house expertise and resources in order to support their mobile strategies.
IMRG and Capgemini recently revealed that mobile now accounts for all online sales, That with the increase in mobile usage by shoppers searching for stores, products, reviews, price comparisons and discount vouchers, means that for a retailer to not embrace mobile technology could prove to be devastating to its business.
Shailendra Pandey, author of the Informa report, said: “Being accessible across a variety of channels is becoming increasingly important for retailers.”
Most retailers are reporting strong growth in traffic coming from a mobile device, with many believing that mobile will have the biggest impact on their business in the next two to five years.