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Mobile commerce draws level

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The latest analytics coming from TFG’s (The Foschini Group) e-commerce division reveal that more than 50% of the online shopping traffic to the TFG eMall is from mobile devices.
During the month of July, well over 500 000 unique users accessed the tfg.co.za eMall via mobile devices.
In addition, 34% of all revenue generated from cross-shopping its online stores is coming from mobile shoppers.
“TFG has taken a mobile-first approach to the design of our eMall,” says Robyn Cooke, head of TFG e-commerce. “Our shopping sites have been reverse-engineered by designing for mobile first, and then translating that into a desktop experience.
“In doing so, we are making online shopping more accessible to a wide audience, who are only able to browse and shop online on a mobile phone. Designing for mobile first ensures that our customers have an enjoyable shopping experience that easily converts browsing into sales.”
The TFG eMall now hosts 10 linked stores, with the recent addition of menswear brands Fabiani and Markham featuring G-Star RAW, as well as Relay Jeans in July.
Making shopping at the TFG eMall as democratic as possible, all store account cardholders can use their store cards, as well as credit cards to make purchases, and very soon it will add eGift cards, SnapScan and EFT payments to its payment options.