Asda said it expects more than one-in-ten online orders to be placed via a mobile device by the end of 2012

Asda said it expects more than one-in-ten online orders to be placed via a mobile device by the end of 2012

UK retailer Asda has said it aims to double grocery sales through mobile commerce in the next six months.

The retailer said today (29 May) it expects to double the 6% of grocery orders placed on mobile devices by the end of the year.  

Asda said it also expects more than one-in-ten online food and non-food orders to be placed via a mobile device by the end of 2012, as it sees an "exponential growth" in customers choosing to shop using their smartphones.

The retailer said around 40% of Asda Direct and George.com orders in particular are currently collected in store by customers - bridging the gap between online and offline.

"Customers can now switch seamlessly between desktop, laptop, tablet or smartphone, enabling them to shop whether they're at home, on the move, or in one of [Asda's] 544 stores," the retailer said.

Following the launch of online grocery apps for iPhone and Android smartphones, and m-web sites for food, general merchandise and George, Asda said it has now completed the first phase of its web-to-mobile integration strategy.