Retailers should expand their business using HTML, as the increasing sales of smartphones means more consumers use mobile commerce to do their shopping.
Research published last week by the Mobile Marketing Association says that two thirds of European consumers will use their phones for Christmas shopping this year.
Senior reporter for ecommerce community Econsultancy, Graham Charlton, says mobile commerce will prove a "big factor" in online retail.
He says: "Growth is being driven by increasing use of smartphones and use of mobile internet, but also now by the fact more retailers have got mobile sites or mobile apps.”
He also says: "It's safe to say that it will grow again next year."
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