Mobiles and tablets now account for more than half of all online sales in the UK according to figures released by IMRG and Capgemini this week.
During the period of November 2015 to January 2016, 51 per cent of UK online retail sales happened via mobile, a significant increase on the 45 per cent share recorded during Q3 2015.
Desktop and laptop accounted for 49 per cent of ecommerce sales, 33 per cent of sales came via tablets and 18 per cent via smartphones.
Tina Spooner, chief information officer at IMRG, commented: "Over the past year smartphones have really started to become a major component of the checkout process and that's what is driving this leap in mobile penetration. In January sales via smartphones grew 95.6 per cent year-on-year for example - over seven times the rate of those via tablets."
Richard Tremellen from Capgemini, added that the figures marked a significant milestone for the online retail sector.
"It reflects the work retailers have put into improving the customer experience on smartphones," he said. "Not only have mobile platforms become more secure, but the payment process is also much slicker. The result is smartphone conversion rates are 70-80 per cent higher than this time last year."
In terms of visits to ecommerce websites in the UK, mobile accounted for two-thirds (66 per cent) of traffic, up three per cent from the previous period and 11 per cent higher than the same period in 2014.