Marks & Spencer has launched a new version of its website optimised for use on mobile phones.
Customers can browse and buy 24,000 products, including clothing, home and furniture, technology such as TVs and iPods and gifts such as flowers and food hampers.
Although mobile users have long been able to access the main site from their phones, the new site has been developed to make it faster and easier for mobile phone users to browse and buy.
The site is synchronised with the main Marks & Spencer website so that customers can log into an existing web account from either a PC or a phone. Any items they have added to their shopping basket from their mobile can be viewed by logging in to a PC account and vice versa.
M&S Direct director Dave Hughes said: “This is a major step forward in mobile retailing. Mobile optimised shopping sites have been done before by specialist retailers, but M&S entering the market with 21 million customers, one of the UK’s most recognised brands and a well-known range of products changes the mobile retail landscape.”
He added: “Hundreds of thousands of customers are already shopping with us on their mobile phones and market data is telling us that this will soon be millions. The new site allows these customers to browse and buy from their mobile device without the frustrations that come with trying to do the same on a traditional website.
“We expect customers to buy a wide range of products on their mobile, from suits and dresses right through to technology and can see gifting-on-the-go, flowers and hampers for example, becoming extremely popular.”
Marks & Spencer launched its core website in 2000 and now has over four million users. The retailer said mobile is the biggest growth area for internet retailing.