Google’s retail, technology and business markets director Peter Fitzgerald told delegates at day two of Retail Week Conference that a mobile-optimised website should be their top priority for investment.

Explaining that a mobile site can be developed for as little as £30,000 to £50,000, he said: “If you don’t do anything else, get a mobile-enabled site.”

Fitzgerald added that between 10% to 15% of all searches on Google’s site are coming from mobile phones already. And he concluded by pointing out that as most purchases already being made through mobile phones are distress purchases, retailers could benefit from higher margins on products bought through this channel.