According to a new survey from Forrester Research and Shop.org, approximately nine in 10 retailers (91 percent) have some sort of mobile strategy in place, regardless of whether it's an app, a website or another means of engaging these shoppers. The new report, called "The State of Retailing Online 2012," culled data from nearly 60 retailers in the United States.

Responding retailers revealed their mobile initiatives generated approximately 4.7 percent of their total web sales in 2011 (3.2 percent coming from tablets and 1.5 percent originating from smartphones). It's crucial that merchants not lump these users into the same category, though – the report also noted that tablet shoppers were apt to spend more money than smartphone users.

"Retailers must continue to look for unique ways to elevate their brand in such a competitive market. Tablets and mobile devices offer the perfect answer, with opportunities to create specialized apps, drive web sales and create an engaging and convenient shopping experience," said Shop.org executive director Vicki Cantrell.

Merchants worldwide are integrating mobile into their business strategy. A separate survey suggests 45 percent of French retailers have some sort of mobile initiative in place.