By Maximilian Clarke

Businesses are being encouraged to develop mobile-optimised websites in order to reap the benefits of the mushrooming mobile commerce market.

Echoing similar research from ebay which found mobile, or m-commerce could by worth some £4.5bn a year to the UK economy by 2015, Google describe some of the benefits to business that a well optimised mobile app can bring.

Writing on the search and tech-giant’s latest blog post, Nitin Mangtani, Group Product Manager for Google Commerce, offers retailers some points to consider when developing their site:

Every millisecond counts: You can’t deliver an amazing mobile shopping experience to your customers by wasting their time. Shoppers should be able to find the products without unnecessary clicks, typing or other steps.
Engage your audience: Search has become highly interactive with suggestions and auto-complete, while mobile allows consumers to touch and engage with their devices in new and fun ways. Combining the two allows you to intrigue your potential customers for instant gratification.
Get to the point: Whether someone’s looking for a high-resolution digital camera or orange khaki trousers, you want to make sure that it’s easy to find–with minimal keystrokes, of course. Space is limited on those 3- or 4-inch screens, so make the most of it by providing relevant search results.
Bridge the gap: According to our holiday retail user survey, 65 percent of high-end device users report they have used their device to find a business and then made a purchase at that business in person. In other words: mobile provides a great opportunity to drive foot traffic and bridge online and offline sales. You can delight shoppers by showing them when a product is also available in a store nearby–in-line with the search results.