Smartphones and tablets are quickly changing the way that consumers browse for and purchase retail merchandise. Many merchants throughout the globe are adopting strategies and solutions to accommodate these shoppers, mainly through websites that are optimized for mobile devices. However, recent research has found that businesses in one part of the world are falling behind when it comes to offering these options for consumers shopping through their smartphones and tablets.

British-based retailers have catching up to do
A report from Skava revealed that while all of the U.S.-based Top 100 retailers currently have mobile websites for consumers available, only 50 percent of the Top 100 U.K. retailers do. It is not a question of demand, as European shoppers are using smartphones and tablets just as much as Americans are. Throughout the European continent, purchases made from mobile devices account for 1 percent of retailers' revenues, but research from Forrester estimates that this is growing at a rate of 43.1 percent.

Skava's study points out while the websites of British companies are able to viewed through mobile, if they are not optimized, consumers can have trouble viewing many components on the smaller screens of their smartphones and tablets. If retailers want to bring in revenue from mobile commerce, they need to act now to develop their sites for shoppers' mobile devices.

"A number of factors encourage and inhibit the adoption of mobile commerce … consumer trust, the convenience and value proposition of mobile shopping, the ease of payment and the availability of products at the right price," said Martin Gill, Forrester analyst, as quoted by Skava. "European eBusiness executives in many countries have been slow to provide mobile-optimized experiences and these factors – both supply and demand – will continue to limit the opportunities."

How to ensure effective mobile websites
For retailers that are not sure how to begin their mobile website strategies, Right Mix Marketing suggests that businesses start by analyzing their desktop websites first to determine how many visits they get from smartphones and tablets. Asking device-carrying customers what they want on these platforms is one way to make sure merchants are offering elements that shoppers are looking for. In addition, frequently reviewing the appearance and performance of mobile sites is one way to make improvements and recognize strong points.