Poor performance in areas such as â€œthumb friendlinessâ€, redirection from desktop to mobile versions and load speed are costing individual retailers as much as 12% in annual revenues, according to a report by website optimisation company QuBit.
Such â€œbasic errorsâ€ could be remedied with â€œminimum investmentâ€, according to the report.
Graham Cooke, CEO of QuBit, said, â€œLosing that amount of money means that it’s something that they should put high up in their priorities.â€
Currently, just 4.8% of retailers have websites optimised for the mobile web, despite the percentage of retail website traffic coming from mobile devices has tripling year on year to 15% in 2011.
The survey also found that tablets are a major driver of mobile commerce growth, generating 25% more page views than desktop users and, for those who go on to purchase, a 22% greater average order value.
However, the greater order value could be skewed because, at present, the majority of tablet owners are from wealthier demographics.