Only six of the top 100 UK online retailers do not run a mobile website, but all retail organisations should be making a concerted effort to offer the right experience on mobile devices – according to a new report released this week.

The study from eCommerce agency Ampersand argued that a transactional mobile site is one of four fundamental services retailers must offer in order to increase sales and tap into the growing number of online shoppers in the UK. Creating a site designed specifically for mobile can improve the shopping experience, but the research highlighted that Zara, Next and Pets at Home are among the businesses still yet to offer one.

Darryl Adie, managing director of Ampersand, said that retailers "need to do everything in their power" to simplify the mobile shopping experience for consumers, especially during the traditional Christmas rush.

"Those that are yet to offer basic services that consumers demand are in danger of missing out on potential revenue and customer loyalty," he added.

The four basic online retail services cited by Ampersand were: offering a persistent cart (the ability to add items to your basket on one device and checkout on another); a transactional mobile site; express delivery (Sunday, same or next day); and free easy returns.

According to the report, one in three of the top 100 online retailers are not offering their customers at least one of these services.

It said that 26% of the top online retailers do not offer free returns, including Next, Holland & Barrett, Boden, Matalan and Sports Direct, while 64% offer next or same day delivery but only four businesses currently provide a Sunday slot.

Some 41% of the retailers analysed do not provide a persistent cart, including department store chains John Lewis and Debenhams, and high street fashion players Laura Ashley and Monsoon.

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