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Shopping on mobile devices booming in Australia, but potential still untapped

More than a quarter of online retail purchases in Australia are made on mobile devices, amounting to sales worth AUD4 billion (USD3.06b) every year, a new report has found.

The Deloitte Access Economics report shows consumers are rapidly shifting to smartphones to purchase goods online, with research showing that the portion of Australians who bought a product on their smartphone grew from 9.5 percent in 2012 to 19 per cent in 2013.

Australians spent a total of AUD16 billion with online retailers in 2014 and 27 percent of that was via mobile devices. However, the report identifies that some online retailers are engaging more in "m-commerce" than e-commerce, with the majority of their sales coming from mobile customers.