Retailers that have launched mobile-commerce sites say sales are growing. Armani Exchange, owned by Giorgio Armani SpA, launched its mobile-commerce site in November after seeing strong traffic at an earlier mobile site that let visitors view collections and videos but not place orders. The new version lets users make purchases. By May, 5% of Armani Exchange's e-commerce sales came from mobile phones, and June is trending near 6%, the company said. "We've had some pretty fantastic growth with it," said Harlan Bratcher, chief executive of Armani Exchange, which is the youngest and most casual of the Giorgio Armani brands. Mr. Bratcher said mobile appealed to him because it is the way his customers—who typically are 18 to 25 years old in urban areas—prefer to communicate.
Retailers Ring Up New Sales on Smartphones
As More Consumers Browse and Shop via Mobile Devices, Stores Tailor Websites to Make Online Viewing, Ordering Easier