UK Retailers are collectively missing out on £6.6bn per year in revenue due to lack of investment on their mobile proposition, according to a recent article in The Drum.

Despite mobile browsing exceeding desktop browsing for the first time, some retailers are behind the curve in delivering the proposition demanded by their consumers.  According to a study by VoucherCodes.co.uk and the Centre of Retail Research (CRR), retailers report their online sales from mobile devices almost doubled between 2013 and 2014, although 17% still have no mobile specific offering .

The study of 1000 individuals shows that 15% use their mobile as the primary shopping device and whatsmore, these mobile users show a higher propensity to shop more often AND to spend more; 47% more transactions spending 55% more than pure online shoppers.

The study also showed the importance of mobile devices not only in driving sales but as a key element of the 'omnichannel', driving consumers back into high street stores.  44% of shoppers interviewed said that they are more likely to visit a mobile oriented store over the course of 2015, in addition, 36% said they would also spend more.

This recent survey further highlights the need for retailers to embrace the mobile opportunities that exist, not only ensuring mobile compatibility of their e-commerce site but also ensuring that their products are listed clearly and accurately across all of the available mobile channels and apps.