With smartphone and tablet ownership on the rise and the need to always be “connected”, mobile now accounts for over 40% of online retail sales. That’s according a research report from November 2014 to January 2015 published IMRG Capgemini, the UK’s industry association for online retail.

With greater dependence on smartphones by consumers, comes even greater confidence in the purchasing power these handheld devices provide. In fact over 25% of mobile sales in Q3 of 2014 were made through a smartphone, with the remaining 75% made through a tablet. Consumers are relying on their smartphones as a tool to research and compare prices, and mobile conversion rates are climbing.

What does this mean for retailers?

Tina Spooner, chief information officer at IMRG, points out that “The impact of mobile on general user behavior has been extremely significant – most of us now carry our phones around 24/7 and regard these devices as being a central part of everyday life.”

As mobile e-commerce continues to grow, so does the need for retailers to update their systems and their strategies to keep up with the demands of the consumer. Many large retailers are doing so by taking steps to improve their smartphone shopping platforms, making their mobile sites easier for customers to navigate, more intuitive and more secure. With advanced technology, better connectivity and increased security, more consumers than ever are using their smartphones and tablets to make purchases, and not just conducting preliminary research.

As tablet devices reach what could be considered a plateau and even serve as a replacement to the home PC, smartphone technology continues to evolve. Ongoing investments, better screens and increased security mean it won’t long before smartphones overtake tablets as the mobile shopping device of choice.