California Apparel News

Shopping using a mobile phone, or m-commerce, nearly doubled in the last year as smartphone revenue rose 97.6 percent to $18,237,133, according to Pittsburgh-based mobile commerce platform Branding Brand, which recently released its Mobile Commerce Index.

The survey also found e-commerce visits via smartphones increased 24.9 percent to 21,517,628 and orders increased 73 percent to 204,916 between July 2013 and July 2014.

Branding Brand releases its Mobile Commerce Index monthly following a survey of 26 international clients in a range of industries including apparel, health and beauty, and home goods. The index collects data from websites optimized for iPhone, Android and other smartphones.

The July index also found that smartphone traffic accounted for 34.9 percent of all online visits to the site surveyed, which was a 19.9 percent increase over last July. And desktop visits declined 13.7 percent over the same period.

“Our real-time data shows decisively that smartphone activity in retail is surging, with the highest percentage of growth consistently in revenue,” said Chris Mason, Branding Brand co-founder and chief executive officer, in a company statement. “We expect to see the maximum impact of this record-breaking, year-over-year trend hit during the 2014 holiday season as consumers flock to fully optimized mobile websites offering exclusive seasonal sales, customized vibrant imagery and a no-stress shopping experience.”

Founded in 2008, Branding Brand works with more than 200 retailers, including American Eagle Outfitters, Crate & Barrel and Sephora. The company’s platform optimizes e-commerce for smartphones and tablets.