Tesco has today launched a mobile optimized version of its Tesco Direct website.

The launch is the first in the grocer’s strategy to develop mobile websites for all its core sites. It also follows the launch of its grocery app, featuring barcode scanning for the iPhone.

Traffic to the Tesco Direct website via mobile phones has grown steadily, the grocer said, with a 300% growth in mobile visitors over the last year. Over half a million visitors a month are using their mobile phones to search and shop on the website.

Ian Crook, chief marketing officer for Tesco.com said: “With mobile technology playing an increasingly important role in the retail industry, we are pleased to offer our customers another convenient way to shop through Tesco Direct. We are always looking to make our customers lives easier, and the launch of our mobile website provides them with a seamless way of shopping straight through their mobile phones.

“Busy and time-poor people are constantly seeking ways to utilise their time more effectively. Customers can shop, search, and compare prices easily on Tesco Direct from wherever they are - on the bus, on the street or even while shopping in a store.”

The mobile site has been created in partnership with Usablenet. Tesco Direct covers Tesco’s range of non-food items.