What are consumers buying on mobile?

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Securing 'baby-changing items' as the most popular category is wet wipes, coming in at number three of the "most bought item" list. In fourth place, is Spectra breast milk storage bags, followed by the bath time toy, Yookido Flow 'n Fill Spout.

The innovative e-tailer is impressed by how well sales, in general, have been progressing on its mobile site, which relaunched in August.

"It makes sense that moms, especially new moms, would be shopping on mobile. Our mobi site and our app allow for fast and convenient, one handed shopping, which is ideal for busy moms," said takealot.com Head of Marketing, Declan Hollywood. "The site sells over 9 million products across 18 departments enabling busy moms to purchase anything, including that last minute stock up on nappies, gifts for the kiddies party this weekend or an outfit for that much needed date night, in just a few minutes. With the company in control of its own logistics, the order is delivered quickly and safely to consume's hands."

Speaking to the importance of mobile, founder and co-CEO Kim Reid said, "Mobile represents a significant proportion of our visits today, with over 50% of our traffic coming from mobile channels."

"The objective is to narrow the gap between mobile usage, which is ubiquitous among smartphone users, and the propensity to shop on mobile. We will achieve this by providing our mobile users with a beautiful, fast and simple mobile experience, regardless of the device they use," concluded Reid.