With the latest consumer research by IMRG suggesting that mobile devices were used in over 50% of all online sales in the UK last year, international e-commerce delivery company Fastlane International has urged startups and SME retailers to “get smart about the switch to smartphones”.

Fastlane’s Head of Consumer Research, David Jinks, said: “Many of Fastlane’s customers are e-commerce sites delivering to the UK and overseas – and we’ve seen by the ever-increasing number of deliveries that it’s a fast-growing market. But we urge e-tailers of all sizes that have yet to make the change to responsive site designs to make the move, or be left behind. They can’t ignore the lure of the Small Screen.”

Over the years up to 2015, consumers would use their smartphones or tablets to research the goods they wanted to buy but then go over to their PC or laptop to commit to the purchase. With the rush of good Android, Windows and iOS shopping apps consumers are increasingly going through the buy process from research to purchase using their devices. Having a mobile friendly website should therefore seriously improve your online business.

“Sites that don’t display well on mobiles or lose functionality will miss out to those geared towards customers increasingly on the move,” said Fastlane.

The company added that it is “practising what it preaches”: it will be launching its new website this spring which has been optimized for mobile devices. The company has also posted a blog on new e-fulfilment developments.

“Booking a parcel pick-up is just as likely to be done on the go these days as any other web transaction,” said Jinks. “It’s important that all companies, from the smallest marketplace trader to expensive online boutiques, don’t miss out on this latest switch in consumer patterns.”