While mobile still accounts for a fairly small share of retail sales, the impact is being seen by marketers, according to research conducted by Payvision.

In 2014 just 57 per cent of retailers experienced major growth of mcommerce sales. This saw a significant increase to 79 per cent in 2015. As a result of this, the number of respondents that now offer shopping and payment options across multiple devices has also increased from 84 per cent to 91 per cent.

The average total of goods and services bought on mobile devices has seen a jump of 32.2 per cent from last year, accounting for 22 per cent of all ecommerce retail sales.

This trend is expected to see further increases in 2016, as more apps and social platforms offer services to improve retail sales and targeting and retargeting on mobile devices.