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2014-01-31 ArtNo.44818
◆Online retailers rush to create specialised tools to tap mobile-only shoppers
【BANGALORE】The ancient Chinese military strategist, Sun Tzu, said not being prepared is one of the greatest crimes a strategist can make — a folly that online retailers in India are keen to shun as the battle to win new clients gradually shifts to the mobile screen.
 Sensing that most of the growth and revenues will come from mobile-only shoppers, these sites are rushing to create specialised tools, such as personalised deal generators and local-language apps, to capture this new and rapidly exploding customer base.
 Already, the evidence is overwhelming. Customers shopping through mobile devices now make up for up to a third of sales at online retail sites, up from a measly 7% even a year ago.
"So far mobile was only an extension of the web, but now we are doing a number of experiments to create a smoother and unique experience on mobile. In the near future, we see Flipkart.com as an m-commerce-based marketplace. Mobile users are now responsible for a fifth of Flipkart's sales, and three out of four mobile shoppers access the site only through handheld devices." said Sachin Bansal, co-founder of online retail site Flipkart, which is targeting $1 billion in sales next year.
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Online retailers rush to create applications, specialised tools to tap mobile-only shoppers

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