Pure-play online fashion retailer Boohoo.com is launching its first ever mobile shopping app this weekend, off the back of rising sales made on a mobile device.

The iOS app, which was built in three months by retail technology company Poq, features the retailer's entire product range and comes at a time when the business is conducting around half of its trade via smartphones.

The last 18 months have seen Boohoo make significant investments in its technology offering, with foreign language sites for the Spanish, German and Italian markets all added in 2014, adding to its existing French language site.

Boohoo's website design was refreshed halfway through the last financial year and converted to fully responsive technology in September 2014. The move was to cater for a growing number of customers browsing the retailer's website on mobile, which last year accounted for around 64% of total online sessions.

And with conversion rates for smartphone users reportedly improving by 40% following the responsive upgrade, Boohoo has made the move to bring a dedicated app to market.

Poq also works with UK department store chain, House of Fraser. Earlier this year the retailer launched an Android app powered by the Poq platform, which stores customer loyalty information and enables shoppers to scan products for more information when in a store.

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Poq