Marks & Spencer has topped the overall league table in the second mCommerce benchmark study by eDigitalResearch.

The study assessed the shopping process on both optimised and non-optimised sites, looking at first impressions through to product delivery. Results show that general customer satisfaction with the end-to-end mobile journey is starting to increase as retailers invest heavily in the channel.

Derek Eccleston, Research Director, eDigitalResearch, said “ With the popularity of smart devices set to continue growing, more and more retailers are now developing mCommerce sites to facilitate shopping on the move.

“As we continue to witness a MEcommerce revolution, where people are now able to dictate to retailers how, where and when they shop, it is essential that browsing and shopping via a smart device is quick and simple, yet provides the same functionality and design as a retailers standard website accessed via a PC”.

M&S offer mobile consumers a practical mCommerce site, gaining an overall score of 88.8%, improving on their second place from 2010. The keyword search they have allows users to refine and filter results quickly and easily, whilst their product pages offer a condensed and compacted version of the standard web pages.

Feedback shows that whilst shoppers prefer the usability of a fully optimised mobile site, they still favour the design, style and appeal of a standard website. First impressions was the worst performing section with an average score of 76%, highlighting the continued investment and development needed from retailers in order to match their online counterparts.

The research also found that some retailers such as Waitrose, are confusing and complicating the mobile journey and limiting shoppers to certain product ranges, despite developing an mCommerce site.

Retailers still need to offer consumers a seamless journey whatever the format. The research clearly shows that shoppers expect the same level of service and experience that they are used to on the high street and online.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit