Marks & Spencer expects its optimised website for mobile phones to become profitable “very quickly” as its customers take advantage of the convenience of the offer.

M&S Direct boss Dave Hughes said close to 800,000 mobile users currently access the main website via their phones and 600,000 have signed up to its SMS alert service.

M&S said the site,, which went live this week, was chosen instead of an application – the route many other retailers have taken – since M&S would have had to make a different app for each mobile phone brand.

Almost all the functionality of main site will be available and M&S is working on added elements, such as video, to launch at a later date.