With the number of m-commerce users in the UK on the rise each quarter, it makes sense for retailers to invest in this area to ensure they stay relevant in an increasingly digitized world. But while retailers such as Asda, Sainsbury’s, and Tesco have invested to stay ahead of the curve, Waitrose discontinued its mobile site in 2017, making it the only UK retailer ranked in Gartner L2’s Digital IQ Index: Retail Europe that lacks a mobile-optimized site.

Failing to optimize for mobile holds back Waitrose’s digital strategy, keeping the brand in the Challenged class despite a strong social strategy. It can also have a negative impact on business. Waitrose potentially missed out on trade from over 30 million consumers, which could have contributed to the profit plunge it posted for the last financial year.


Even though Tesco was slow to provide consumers with a mobile-optimized site, the retailer is now reaping the rewards. It saw a 40% surge in unique visitors to its site from mobile devices over the Christmas season, while visits to Waitrose over the same period remained flat. 


Tesco’s annual report highlights its sales and profit growth over the past year and attributes its resurgence partly to its investment in digital. Hopefully, this gives Waitrose food for thought.

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