Mobile ecommerce is set to experience marked growth over the next two to three years as more retailers follow established brands in embracing the channel, one expert has predicted.
Graham Charlton, a senior reporter at Econsultancy, said firms have been "slow to catch on" to the idea of targeting mobile internet users but some big names are now looking to launch their own "m-commerce" portals, which will bring with it a boost for online marketing services.
"The entry into the market of trusted brands like M&S, which launched an m-commerce site recently, could change the market and start to make m-commerce more mainstream," he commented.
If, like Amazon and eBay, the retailer can demonstrate "significant sales numbers" using a mobile platform, other brands will follow its lead, Mr Charlton added.
According to recent research from the US, the potential audience for search engine marketing campaigns targeted at mobile devices is experiencing substantial growth.
Figures from comScore showed that in the 12 months to April, web browser access among smartphone owners grew by 111 per cent.
To read more from this survey, visit the comScore website.
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