Marketplace eBay has the top mobile website in the retail industry, according to consumers, followed by Amazon and then Apple.

In a survey of 400,000 people, eBay ranked highest in consultant OC&C’s Proposition Index for m-commerce.

Retailer2015 Rating
eBay 86.8
Amazon 82.9
Apple 81.8
Burberry 80.1
John Lewis 79.1
Lush 78.6
Asos 77.6
Moonpig 77.4
Ikea 77.3
Boohoo.com 76.4

Burberry and John Lewis complete the top five, however less obvious names ranked highly, with Lush and Moonpig making the top 10.

OC&C partner Matt Coode said this was the first year in which the quality of retailers’ mobile sites had a direct impact on how shoppers rated the overall shopping experience, indicating that mcommerece was a “critical battleground” for retailers.

He pointed out that the likes of eBay and Amazon ranked highly because of their “uber convenience” and added that effective search ability and speed of transaction was key to success.

However, he said that the presence of Lush and Burberry in the top 10 proved brands could achieve an emotional connection through mobile.

“It’s challenged the perceived wisdom that mobile shopping is purely transactional. When you go on to the Lush mobile site you get the essence of the brand and that its passionate about product,” he said.

“For apps to be useful there needs to be a very high frequency of use. Outside of grocery or perhaps Argos, you’re not going to get that frequency”

Matt Coode, OC&C

OC&C’s Propositions Index also highlighted that apps were not critically important to consumers. Retailers should instead focus on creating slick, mobile websites, said Coode.

“For apps to be useful there needs to be a very high frequency of use. Outside of grocery or perhaps Argos, you’re not going to get that frequency.”