The IR Mobile 500 - Complimentary Executive Version

Exclusive Research & Data
On M-Commerce Competition
Mobile & App Sales
Company Proﬁles
Performance Data
Vendor Research
Executive Contacts
Rankings
From the editors of
Compliments of
MOBILE5002015 LITE EDITION
EXECUTIVE
SUMMARY

Editor’s Letter • Mobile 500 Lite: Executive Summary
3
YOUR KEY TO UNLOCK
M-COMMERCE
T
O SOME EXTENT WE WERE WRONG about multi-device usage. The largest
growth area in shopping and on the web is mobile-only consumers.”
I love that quote.
That’s what Scot Wingo, who is CEO of ChannelAdvisor Corp., which facilitates
retailer sales through Amazon.com and other web marketplaces, and an astute web
retailing industry observer, told me recently. I was interviewing him for the overview
story for the 384-page 2015 Internet Retailer Mobile 500, which ranks the 500 leading
retailers in mobile commerce across the globe by projected 2014 principal market
sales on smartphones and tablets.
Web and mobile measurement firm comScore Inc., a data partner for the 2015
Mobile 500 (it provided mobile traffic figures), finds that 29% of Amazon.com
shoppers ONLY shop the e-retailer on mobile devices. More examples of mobile-only
shoppers as a percentage of total online shoppers: Wal-Mart Stores Inc. 33%, Target
Corp. 43%, Best Buy Co. Inc. 37%, QVC 38% and Macy’s Inc. 31%.
Even when you factor in consumers who use multiple devices to shop online and
consumers who only shop online via desktops, more than 60% of time spent with
online retail occurs on mobile devices, comScore finds.
“There is absolutely no question smartphones and tablets will be central to web
retailing moving forward.” That’s what Vishal Agarwal, executive vice president and
chief marketing officer at Nomorerack.com Inc., told me in our chat for the overview
story. All of the executives I spoke with echo that sentiment.
Fortunately for retailers who embrace mobile shoppers, the 2015 Internet Retailer
Mobile 500 provides a treasure trove of research that can help them map their plans.
Internet Retailer and five data partners (comScore, Keynote, Pure Oxygen Labs,
TheFind and Mobidia) collected or measured 53 data points on each of the 500
retailers in this guide. My 10-page overview story digs deep into the trends revealed
by the Mobile 500 data, including responsive design, mobile apps and tablets. Vice
president of research Mark Brohan offers a feature story on what retailers can learn
from the best mobile shopping apps.
Further, we have three articles written by top experts at our data partners
analyzing mobile performance, mobile apps and mobile search engine optimiza-
tion. Plus, there is a section profiling more than 330 mobile commerce technology
providers. And of course there are charts galore that highlight key insights from the
Mobile 500 data. Not to mention the 500 retailer listings.
Mobile sales will soar 80% in 2014, accounting for 21% of total web sales, the
Mobile 500 finds. With this huge growth comes ever-changing mobile technologies
and strategies. The 2015 Mobile 500 is your key to unlocking the mobile commerce
industry and your guide to the best ways to serve the constantly increasing number
of shoppers on smartphones and tablets.
BILL SIWICKI
EDITOR, INTERNET RETAILER MOBILE 500 | BILL@VERTICALWEBMEDIA.COM | @IRMCOMMERCE
Publisher: Jack Love
jack@verticalwebmedia.com
CEO/President: Molly Love Rogers
molly@verticalwebmedia.com
Vice President, Sales & Product Development:
Tom Duggan, tduggan@verticalwebmedia.com
312-572-6250
Executive Editor: Kurt T. Peters
kurt@verticalwebmedia.com
Editor in Chief: Don Davis
don@verticalwebmedia.com
Editor: Allison Enright
allison@verticalwebmedia.com
Managing Editor: Zak Stambor
zak@verticalwebmedia.com
Managing Editor, Mobile Commerce: Bill Siwicki
bill@verticalwebmedia.com
Managing Editor, B2B E-Commerce: Paul Demery
paul@verticalwebmedia.com
Senior Editors:
Thad Rueter, thad@verticalwebmedia.com,
Frank Tong (China), frank@verticalwebmedia.com
Associate Editor: Abby Callard
abby@verticalwebmedia.com
Research Director: Mark Brohan
mark@verticalwebmedia.com
Associate Director, Research: Stefany Zaroban
stefany@verticalwebmedia.com
Managing Editor, Production and
Special Projects, Research: Bill Briggs
billb@verticalwebmedia.com
Managing Editor, International Research: Katie Evans
katie@verticalwebmedia.com
Associate Editor, Research: Jonathan Love
jon@verticalwebmedia.com
Research Analyst: Sylvia De Oliveira
sylvia@verticalwebmedia.com
Editorial Director, Conferences: Mary Wagner
mary@verticalwebmedia.com
Production Director: Thomas Chambers
tom@verticalwebmedia.com 312-362-9531
Midwest Region Sales Manager:
Cindy Wilkins, cindy@verticalwebmedia.com
312-572-6247 (phone) 866-979-4510 (fax)
Northeast Advertising Manager:
Nancy Bernardini, nancy@verticalwebmedia.com
312-572-6276 (phone) 866-979-4389 (fax)
Southeast Region Advertising Manager:
Judy Dellert, judy@verticalwebmedia.com
312-572-6279 (phone) 866-979-4394 (fax)
West Region Advertising Manager:
Dave Cappelli, dave@verticalwebmedia.com
312-362-0063 (phone) 866-979-4392 (fax)
Classified Sales Manager:
Oliver Love, oliver@verticalwebmedia.com
312-572-6251 (phone) 866-979-4504 (fax)
Advertising Manager, Research: Elizabeth Riley-Green
elizabeth@verticalwebmedia.com
Director of Marketing: Erin Dowd
erin@verticalwebmedia.com
Web Production Editor: Farnia Ghavami
farnia@verticalwebmedia.com
Circulation Manager: Chaz McCrobie-Quinn
chaz@verticalwebmedia.com
VERTICAL WEB MEDIA | Chairman: Jack Love | CEO/President: Molly Love Rogers
Executive Vice President: Kurt T. Peters
2015 Mobile 500 Special Edition
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“
2

Data Points • Mobile 500 Lite: Executive Summary • Internet Retailer
4
MOBILE NUMBERS
SALES SPIKE
CASH COORDINATES
APP APPROACH
Mobile sales
Mobile sales
Retailers with apps
MOBILE 500
GROWTH: 79.9%
GROWTH: 77.0%
MOBILE 500
PLUS EBAY
U.S.
(366 retailers)
Growth: 95.9%
Mobile as a percent
of total web: 18.3%INTERNATIONAL
(134 retailers)
2013
2014
2013
2014
2013 2014 2013 2014
2013
2014
$46.56
billion
$83.78
billion $66.56
billion
$117.78
billion
$33.78 billion
$12.78 billion
$25.04 billion
$58.74 billion
Growth: 73.9%
Mobile as a percent
of total web: 22.8%
229
262 GROWTH: 14.4%
3

Internet Retailer • Mobile 500 Lite: Executive Summary • Data Points
5
DEVICE DIVIDE
TOP TIER TOTALWEB WIN
LAYOUT LEAPS
2014 mobile sales by device
2014 mobile sales by retailer type
Mobile 500 retailers with responsive design sites
Top 20
retail chain
Top 20
web only
Tablet:
59%
Smartphone:
41%
2013
39
2014
103Growth: 164%
$11.50
billion
$35.26
billion
2014 Rank 2014 Mobile Sales
1 Amazon.com Inc. $16,800,000,000
2 Apple Inc. $14,000,000,000
3 Jingdong Mall $5,800,000,000
4 Google Play $4,400,000,000
5 QVC $1,860,000,000
6 Wal-Mart Stores Inc. $1,430,000,000
7 Otto Group $1,350,000,000
8 Suning Appliance Co. Ltd. $1,350,000,000
9 Sears Holdings Corp. $900,000,000
10 Xiaomi.com $900,000,000
TOP TIER TOTAL
4

Overview • Mobile 500 Lite: Executive Summary • Internet Retailer
6
BY BILL SIWICKI
M
obile technology clearly is changing the way
people shop online and in-store. In June 2014,
60.4% of time spent with online retail occurred
on mobile devices—a number that has been rising
steadily for years, finds web and mobile measurement
firm comScore Inc.
This huge consumer shift to mobile
and rapidly evolving mobile technolo-
gies are creating multiple priorities for
retailers trying to best serve their
customers, wherever they may be.
WEB SITES. An increasing number
of retailers are choosing responsive
design over standalone optimized sites
for smartphones and tablets as they see
mobile traffic rising dramatically. The
number of retailers in the 2015 Mobile
500 with responsive design sites reached
103, up a whopping 164% from 39 last
year. (The Mobile 500 listings break
down sites by retailer and site type,
including smartphone site, tablet site or
responsive design site.)
MOBILE APPS. As consumers begin
spending more of their mobile retail time
shopping in apps as opposed to web sites,
more retailers are building apps or enhanc-
ing the ones they have. In the 2015 Mobile 500, the number of
commerce-enabled smartphone apps is up more than 12% to
439 among 262 retailers. Add commerce-enabled tablet apps
and universal apps and it brings the total number of apps to
602 among 262 retailers. (The Mobile 500 listings break down
apps by retailer, app type and mobile operating system.)
TABLETS. In 2014, 147.2 million U.S. consumers use
tablets, according to research firm eMarketer Inc. This year,
59% of mobile sales among the top 500 retailers in mobile
commerce will stem from tablets, the Mobile 500 projects.
Retailers are still learning the best ways to serve the grow-
ing number of consumers shopping on iPads and other
tablets. However, a consumer shift to bigger smartphones
could tilt the mobile sales scales toward smartphones.
FUTURE TECHNOLOGY. Merchants also are
keeping their eyes on what is yet to come in mobile com-
merce. Wearables, like smartwatches and smartglasses,
and the generally stationary Internet of Things, which
experts believe will impact mobile strategies, are perco-
lating. Their future is difficult to predict.
But the challenge for retailers today
is clear: Make it as convenient as pos-
sible to shop on smartphones and tab-
lets. Retailers are responding by building
better mobile and responsive web sites
and slicker mobile apps that enable
consumers to shop in a seamless and
consistent manner, says Gibu Thomas,
senior vice president of mobile and digi-
tal strategy at Wal-Mart Stores Inc., No. 6
in the 2015 Internet Retailer Mobile 500.
Wal-Mart U.S. m-commerce sales will
reach $1.43 billion in 2014, according to
the Mobile 500, which tallies principal
market online sales on smartphones and
tablets for retailers across the globe.
“Innovation on the technology side
is making mobile shopping work well,”
Thomas says.
The advances in mobile technology
and design show up in the rapid growth
of mobile commerce. Mobile sales by retailers in the 2015
edition of the Mobile 500 should reach $83.78 billion in
2014, up 79.9% from $46.56 billion in 2013. Mobile sales
growth in the 2014 edition of the Mobile 500 hit 100%. In
2014, $83.78 billion in mobile sales will account for 21.2% of
an estimated $394.71 billion in total web sales by retailers in
the Mobile 500, according to the guide. On average, 16% of
a Mobile 500 retailer’s web sales stem from mobile devices.
The Mobile 500 does not include eBay Inc. because eBay
does not sell products on its own behalf and instead facili-
tates sales for merchants and individuals. Add up the Mobile
500 sales and Internet Retailer-estimated 2014 eBay mobile
sales of $34 billion and the leaders in m-commerce will hit
$117.78 billion in 2014, up 77.0% from $66.56 billion in 2013.
RETAILERS JUGGLE EVOLVING
PRIORITIES WHILE
MOBILE SALES SOAR
For store shoppers, Wal-Mart’s
app features Store Mode, which
completely reorients the app
from online shopping to in-store
personal assistant.
5

Internet Retailer • Mobile 500 Lite: Executive Summary • Overview
7
At No. 5 with an Internet Retailer-projected
$1.86 billion in 2014 mobile sales, QVC Inc. is the biggest
merchant in the 2015 Internet Retailer Mobile 500 to go
responsive. It started transforming its site to responsive
design last year with its shopping cart and then worked
backward through the purchase funnel to the home page,
completing the switch in March 2014.
QVC says results have been positive,
especially with new customers, but
declines to reveal specifics. The driving
force behind the change was to ensure a
consistent customer experience regard-
less of device, especially with 38% of
sales stemming from mobile, says Alex
Miller, senior vice president of digital
commerce at QVC.
“The fragmentation of screen sizes
continues to grow, and as a company that
creates a lot of content around shopping,
we needed a platform strategy that ele-
vated that content, making content easy to
access across all different screen sizes and
devices,” Miller says. “Responsive doesn’t
make that simple; for example, there still
is upfront planning when we design new
features so we know how something will
look on a 19-inch monitor and a 4-inch
screen. But responsive does allow us to
leverage our team and workflow in a more
sustainable way to support all the differ-
ent screen sizes to come, whether they’re
interactive TVs or watches.”
At the same time that various players
are working on responsive design, the
majority of retailers in the 2015 Mobile 500
have developed apps, and many are work-
ing on ways to enhance shopping in those
apps. 80% of time spent with mobile retail
today occurs in an app, while 20% occurs
on a site, comScore says. That number
is surely skewed by the large number of
loyal users of apps from big players such
as Amazon.com and eBay and popular
comparison shopping and bar code scan-
ning apps like RedLaser. Nonetheless, it
represents a complete reversal from as
recently as two years ago, when mobile
shoppers spent far more time on sites than apps.
The 2015 Mobile 500 measures how frequently custom-
ers use retailers’ apps, a metric known as “engagement.”
Mobile app analytics vendor Mobidia Inc. performed
the measurements for Internet Retailer using its panels
of mobile app users, 250,000 consumers in the U.S. and
2 million worldwide. Engagement is expressed by the per-
centage of monthly active users (users who shop an app at
least once a month) who shop an app at least once a week.
Mobile 500 retail apps with the highest engagement
levels include Neiman Marcus (64.3%), Kohl’s (63.6%),
Victoria’s Secret (61.7%), H&M (56.6%) and Groupon
(47.8%). Kohl’s, for example, does a great
job of including features and offers in its
app that keep customers coming back for
more, says Chris Hill, vice president of
marketing at Mobidia.
Like apps, tablets are quite important
to mobile retailing, and smart retailers
know a tablet is not the same thing
as a desktop.
“Mobile apps for tablets really take
advantage of capabilities a tablet shopper
wants; for example, you tap on any prod-
uct image and can zoom in tight on the
stitching of jeans to an incredible level of
detail,” says Paul Cousineau, director of
mobile shopping at Amazon.com, which,
with projected 2014 U.S. mobile sales
of $16.8 billion, is No. 1 in the new 2015
Internet Retailer Mobile 500. “And tablets
in general, on apps and sites, are great for
scrolling through customer reviews, as
tablets are reading devices.”
And there are more mobile devices
to consider: wearables. Smartwatches
and smartglasses are here, though many
in the industry are waiting to see how
sales go for Apple’s iWatch, expected in
time for the 2014 holidays. EBay, though,
already has an app for Samsung Galaxy
Gear smartwatches.
And then there is the generally rather
stationary Internet of Things, the ever-
growing array of web-connected devices,
from refrigerators to thermostats to smart
TVs. Today, many of these devices report to
the smartphone, which acts as a command
center so consumers can be made aware of
changes or needs as they happen.
Mobile commerce remains a wild,
untamed market and retailers are well
advised to watch carefully how con-
sumer behavior changes. At the same time, retailers have
plenty of work to do today when it comes to learning the
best ways to showcase their merchandise and convert
shoppers into buyers on smartphones and tablets. l
BILL@VERTICALWEBMEDIA.COM | @IRMCOMMERCE
35% of Amazon.com’s
$16.8 billion in 2014 mobile
commerce sales will come
through its Apple iOS, Android,
Kindle Fire and Windows Phone
apps, according to the 2015
Internet Retailer Mobile 500.
At No. 5, QVC is the biggest
merchant in the 2015 Internet
Retailer Mobile 500 to switch to
responsive design, seen here on
a smartphone.
6

8
M
obile devices are taking e-commerce by
storm as consumers find it more conve-
nient to interact with a retailer on a mobile
device they can take anywhere and use anytime,
than to do so tethered to a desktop computer.
Hence, retailers are no longer debating whether
they need a mobile presence, but whether to launch
a mobile web site or a mobile app. While both
strategies have benefits, the argument over which
direction to take is tilting in favor of mobile apps,
many believe.
Studies show that mobile users spend more time
on their smartphone or tablet interacting with apps
than they do browsing the web. By some estimates,
purchases convert at a 30% higher rate when
mobile shopping is done from within a mobile app
as opposed to simply logging into the retailer’s
mobile web site from a mobile device.
“When a mobile user is interacting with a
retailer’s mobile app, she is fully engaged with that
retailer from start to finish, which is not always the
case when a she browses the web,” says Brit Young,
mobile product manager for New Relic, a provider
of software analytics technology. “Mobile apps also
perform better in offline mode and remain respon-
sive when there are latency issues with the Internet
connection, which is why they provide a more
seamless and engaging user experience.”
Unlike mobile web sites, mobile apps enable
shoppers to make use of their device’s features once
the app is launched. For example, mobile shop-
pers initiating a return through a mobile app can
photograph the receipt or damaged item and easily
upload it from the app. They can also use their
smartphone’s GPS to auto-populate the address of
the retailer’s nearest store through the app. Other
benefits include the ability to gather a richer level of
data that can be used to make personalized prod-
uct recommendations or send personalized push
notifications through the app.
Now that mobile apps have become impera-
tive for retailers, the question is whether to create
a native or hybrid app. One key consideration is
the skill set of the developer team. Native apps are
written to a specific mobile platform, such as iOS or
Android, requiring that developers be experienced
writing code for the operating system selected.
“We also recommend retailers identify the
mobile operating system favored by their custom-
ers, not just in geographic locations, but by demo-
graphics too,” Young says. “Women and young
professionals, for instance, tend to favor iOS. What
operating system the app supports comes down to
the audience the retailer wants to reach. In some
cases, that may mean creating apps for multiple
operating systems.”
Retailers looking to reach the broadest possible
audience with a single app may want to consider
a hybrid, which uses standard web technologies,
such as HTML5, JavaScript and Cascading Style
Sheets, to create apps compatible with a broad
array of mobile operating systems. Hybrid apps also
allow use of the mobile device’s features and can be
published to the app stores.
Just as with their web site, retailers need to moni-
tor and analyze app performance to identify and
correct problems that can adversely affect the user
experience. New Relic provides a single solution for
web application monitoring and mobile performance
monitoring for native iOS and Android apps, as well
as hybrid Titanium apps, to identify and correct
performance problems before they mushroom.
“If shoppers suddenly start abandoning their
shopping cart, our analytics can identify if the prob-
lem is due to a drop in performance because of a
latent Internet connection or a problem in the app’s
code,” says Young. “As more retailers gravitate to
mobile apps they need constant performance moni-
toring to provide the seamless, engaging experience
mobile shoppers expect.” n
When consumers shop on
small screens, apps are big
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E-commerce companies using New Relic

822
Top 5 mobile retailers by merchandising category
1. 2014 mobile sales are Internet Retailer projections; 2013 mobile sales and 2014 mobile monthly visits, conversion, average ticket and app sales are Internet Retailer estimates
Retailer
Mobile 500
rank
2014 mobile
sales
2013 mobile
sales Growth
Share of
category sales
Apparel/Accessories
Otto Group 7 $1,350,000,0001
$675,000,0001
100.00% 12.88%
VIPShop Holdings Ltd. 14 $684,600,0001
$374,900,0001
82.61% 6.53%
Vente-Privee.com 15 $668,070,0001
$445,380,0001
50.00% 6.37%
Zalando SE 22 $504,000,0001
$250,000,0001
101.60% 4.81%
Gap Inc. 35 $360,000,0001
$200,000,0001
80.00% 3.43%
Automotive Parts/Accessories
AutoZone Inc. 166 $51,000,0001
$28,500,0001
78.95% 36.01%
Allopneus.com 214 $27,500,0001
$15,500,0001
77.42% 19.42%
Halfords Plc 219 $25,500,0001
$14,000,0001
82.14% 18.00%
O'Reilly Auto Parts 256 $15,000,0001
$10,243,6841
46.43% 10.59%
Carfax Inc. 305 $7,875,0001
$4,375,0001
80.00% 5.56%
Books/Music/Video
Google Play 4 $4,400,000,0001
$2,000,000,0001
120.00% 81.24%
BarnesandNoble.com Inc. 44 $300,000,0001
$200,000,0001
50.00% 5.54%
Weltbild Publishing Group 91 $118,000,0001
$75,000,0001
57.33% 2.18%
Bol.com BV 93 $115,500,0001
$75,000,0001
54.00% 2.13%
CDON 95 $113,000,0001
$70,400,0001
60.51% 2.09%
Computers /Electronics
Apple Inc. 2 $14,000,000,0001
$10,000,000,0001
40.00% 76.72%
Xiaomi.com 10 $900,000,0001
NA NA 4.93%
Best Buy Co. Inc. 23 $500,000,0001
$260,000,0001
92.31% 2.74%
Dixons Stores Group 32 $385,000,0001
$195,000,0001
97.44% 2.11%
Newegg Inc. 43 $325,000,0001
$180,000,0001
80.56% 1.78%
Flowers/Gifts
1-800-Flowers.com Inc. 116 $81,000,0001
$45,000,0001
80.00% 37.43%
FTD Group Inc. 167 $51,000,0001
$24,000,0001
112.50% 23.56%
Diamond Candles 220 $25,348,000 $6,300,000 302.35% 11.71%
Interﬂora Ltd. 257 $14,720,0001
$8,100,0001
81.73% 6.80%
Hallmark Cards Inc. 287 $11,000,0001
$6,000,0001
83.33% 5.08%
Food/Drug
Ocado Ltd. 24 $450,000,0001
$344,988,0001
30.44% 24.59%
Asda 34 $360,000,0001
$220,000,0001
63.64% 19.67%
Peapod LLC 45 $300,000,0001
$160,000,0001
87.50% 16.39%
Walgreen Co. 67 $200,000,0001
$105,700,0001
89.21% 10.93%
FreshDirect LLC 76 $165,000,0001
$90,000,0001
83.33% 9.02%
Hardware/Home Improvement
The Home Depot Inc. 20 $517,203,7501
$330,000,0001
56.73% 44.12%
Lowe's Cos. Inc. 53 $251,000,0001
$135,000,0001
85.93% 21.41%
Build.com Inc. 118 $80,000,0001
$54,840,2401
45.88% 6.82%
Kingﬁsher Plc 124 $74,250,0001
$50,000,0001
48.50% 6.33%
MSC Industrial Supply Co. Inc. 130 $72,000,0001
$45,000,0001
60.00% 6.14%
Key Data • 2015 Mobile 500 • Internet Retailer
The full version of the 2015 Mobile 500 includes
all data seen here and overview charts also
on the:
Top 50 Mobile Merchants
The 50 Fastest-Growing by Percentage
The 50 Fastest-Growing by Dollars
Retailers With the Most Sales from Mobile Apps
Top 25 M-Commerce Retailers Ranked by
Merchant Type (Web-Only, Retail Chain, etc.)
2015 Mobile 500
Upgrade to the Full Version Now...
89

Top 500 Mobile Retailers • 2015 Mobile 500 • Internet Retailer
86 (See page 42 for definitions and methodologies) 1. Internet Retailer estimate 2. comScore Inc. 3. Pure Oxygen Labs LLC (highest grade is 3) 4.TheFind Inc.
5. Mobidia 6. Keynote 7. For a definition and more on responsive design see p. 42.  indicates the feature/app is present;  indicates the feature/app is not present
OPERATING DATA
OPERATING DATA
MOBILE MARKETING FEATURES 4
87. Urban Outfitters Inc.
FINANCIAL DATA
Mobile = smartphone + tablet
2014 Mobile Sales: $131,000,000 1
2013 Mobile Sales: $65,000,000 1
2012 Mobile Sales: $29,000,000 1
2011 Mobile Sales: $12,000,000 1
2014 Mobile Growth: 101.5%
Mobile Portion of Total Web Sales: 15%1
Percent of Total Mobile Sales On:
Smartphone (web + apps): 40% 1
Tablet (web + apps): 60% 1
Web (smartphone + tablet): 60% 1
Apps (smartphone + tablet): 40% 1
MOBILE PERFORMANCE 6
Site home page on smartphone
Load Time: 13.55 seconds
Site Availability: 99.63%
Page Weight: 2,372 KB
Score: 855 (out of 1,000)
OPERATIONS
Mobile Monthly Total Visits: 5,081,537 1
Mobile Monthly Unique Visitors: 1,280,175 2
Mobile Conversion Rate: 1.53% 1
Mobile Average Ticket: $140 1
MOBILE COMMERCE SUMMARY
Product Category: Apparel/Accessories
Merchant Type: Retail Chain
M-Commerce URL: UrbanOutfitters.com
Year Entered M-commerce: 2009
Technology Provider (Site): 5th Finger
Technology Provider (App): NA
Mobile SEO Grade: 1 3
CORPORATE INFORMATION
Parent Company: Urban Outfitters Inc.
Holly Devine, Executive Director, E-Commerce,
Urban Outfitters
1809 Walnut St.
Philadelphia, PA 19103
215-564-2313
iPhone
iPad
Android Smartphone
 Android Tablet
2014 App Sales: $52,400,000 1
2013 App Sales: $19,500,000 1
App Engagement: 33.5% 5
MOBILE APP FEATURES 4
1- or 2-Click Checkout
Alternate Images
Image Zoom
In-store Features
Location Aware
Native Checkout
Push Notifications
App Push Notifications
 Daily Deals
HD Images
Mobile Exclusive Deals
Mobile Paid Search
 Mobile Video
Mobile-Optimized E-mails
 Optimized Deep Links
 Text Message Marketing
Responsive Design Site (Hybrid)7
Commerce-Enabled Mobile Apps
MOBILE APPS 4
88. 1-800 Contacts
FINANCIAL DATA
2014 Mobile Sales: $128,331,000
2013 Mobile Sales: $87,300,000
2012 Mobile Sales: $49,600,000
2011 Mobile Sales: $9,800,000 1
Mobile Portion of Total Web Sales: 22%
Smartphone (web + apps): 63%
Tablet (web + apps): 37%
Web (smartphone + tablet): 80%
Apps (smartphone + tablet): 20%
MOBILE PERFORMANCE 6
Load Time: NA
Site Availability: NA
Page Weight: NA
Score: NA
OPERATIONS
Mobile Monthly Total Visits: 650,502 1
Mobile Monthly Unique Visitors: 433,000
Mobile Conversion Rate: 13.70%
Mobile Average Ticket: $120
Product Category: Health/Beauty
Merchant Type: Catalog/Call Center
M-Commerce URL: 1800Contacts.com
Technology Provider (Site): 5th Finger, Usablenet
Parent Company: 1-800 Contacts Inc.
Justin Olson, Director, Digital Commerce
66 E. Wadsworth Park Drive
Draper, UT 84020
801-924-9800
iPhone
 iPad
 Android Tablet
2014 App Sales: $25,666,000
2013 App Sales: $26,190,000
 1- or 2-Click Checkout
 Alternate Images
 Image Zoom
Location Aware
Native Checkout
 Daily Deals
HD Images
 Mobile Video
 Mobile-Optimized E-mails
MOBILE APPS 4
le Retailers • 2015 Mobile 500 • Internet Retailer
(See page 42 for definitions and methodologies) 1. Internet Retailer estimate 2. comScore Inc. 3. Pure Oxygen Labs LLC (highest grade is 3) 4.TheFind Inc.
5. Mobidia 6. Keynote 7. For a definition and more on responsive design see p. 42.  indicates the feature/app is present;  indicates the feature/app is not present
A
A
ING FEATURES 4
ING FEATURES 4
Outfitters Inc.
et
0,000 1
0,000 1
0,000 1
000 1
%
eb Sales: 15%1
s On:
40% 1
: 60% 1
): 40% 1
CE 6
one
OPERATIONS
Mobile Monthly Total Visits: 5,081,537 1
Mobile Monthly Unique Visitors: 1,280,175 2
Urban Outfitters
1809 Walnut St.
215-564-2313
iPhone
iPad
 Android Tablet
2014 App Sales: $52,400,000 1
2013 App Sales: $19,500,000 1
Alternate Images
Image Zoom
Location Aware
Native Checkout
 Mobile Video
n Site (Hybrid)7
MOBILE APPS 4
Contacts
et
1,000
,000
0,000
000 1
%
eb Sales: 22%
s On:
63%
: 80%
): 20%
CE 6
one
OPERATIONS
Draper, UT 84020
801-924-9800
iPhone
 iPad
 Android Tablet
2014 App Sales: $25,666,000
2013 App Sales: $26,190,000
 Image Zoom
Location Aware
Native Checkout
 Mobile Video
 Mobile-Optimized E-mails
n Site (Hybrid)7
MOBILE APPS 4
9
OPERATING DATA
215-564-2313
MOBILE APP FEATURES
Alternate Images
Image Zoom
Location Aware
Native Checkout
App Push Notifications Mobile Exclusive Deals
 Mobile Video
88. 1-800 Contacts
FINANCIAL DATA
OPERATIONS
THE LEADING 500 RETAILERS
IN MOBILE COMMERCE
The full edition of the 2015 Internet Retailer Mobile
500 contains individual listings on the 500 leading
retailers in mobile commerce worldwide. To order
a copy of the full edition of the 2015 Mobile 500,
please click here.
Mobile 500 Lite: Executive Summary • Top 500 Mobile Retailers
10

342
Branding Brand
M
obile platform provider Branding
Brand powers m-commerce sites
and apps for smartphones and
tablets. It has partnerships with Braintree,
Google Commerce Search, Google Wallet and
PayPal, and can incorporate these third-
party providers’ services into m-commerce
sites.
BrandingBrand.com
2313 E. Carson St., Suite 100
Pittsburgh, PA 15203
412-567-4903
Established: 2008
PRODUCTS/SERVICES
Mobile commerce platform
ENTRY LEVEL/TYPICAL PRICING
$50,000-$500,000
REPRESENTATIVE CLIENTS
American Eagle Outfitters, Bath & Body Works,
Brookstone, Costco, Crate & Barrel,
Dick’s Sporting Goods, Ralph Lauren, Sephora
MANAGEMENT
Christopher Mason, CEO/Co-Founder
CardinalCommerce Corp.
C
ardinalCommerce’s Cardinal
MAX allows retailers to create an
m-commerce site by loading products
into the mobile payment platform’s catalog
management system. Merchants can accept
credit card and other payments made via
text messaging, the mobile web and mobile
apps.
CardinalCommerce.com
6119 Heisley Road
Mentor, OH 44060
877-352-8444
Established: 1999
PRODUCTS/SERVICES
Cardinal MAX
Pricing and fees vary; company would not
disclose specific pricing
Action Village, American Eagle Outfitters,
Batteries.com, Crutchfield, Giftcards.com,
Sharper Image
MANAGEMENT
Michael A. Keresman III, Founder/CEO
CellPoint Mobile Inc.
C
ellPoint Mobile, a mobile payment
and integrated services provider, is
the developer of the mRetail applica-
tion suite. It includes apps for coupons,
loyalty program and account management,
mobile ordering and payment, product
lookup, social media, and store location.
CellPointMobile.com
1111 Brickell Ave., 11th Floor
Miami, FL 33131
305-913-7115
Established: 2002
PRODUCTS/SERVICES
Mobile enterprise framework
Company declined to disclose customer names
MANAGEMENT
Kristian Gjerding, CEO
Celtra Inc.
A
dCreator, built by mobile technology
firm Celtra, is a rich media adver-
tising development, delivery and
analytics platform. It enables retailers and
other clients to design mobile advertising
that features direct response, social media,
location and other tools.
Celtra.com
Cambridge Innovation Center, One Broadway,
14th Floor
Cambridge, MA 02142
866-623-5872
Established: 2006
PRODUCTS/SERVICES
AdCreator
Amazon, Google, GroupM, Microsoft,
Millennial Media, Mindshare, Pandora, SMG,
Starcom, Rovio, Yahoo
MANAGEMENT
Mihael Mikek, CEO/Founder
ChannelAdvisor
C
hannelAdvisor, an e-commerce
technology and services company,
helps retailers feed product data
and images to marketplaces, comparison
shopping engines and search engines. Its
cloud-based platform enables merchants
to offer a rich media shopping experience
across devices.
ChannelAdvisor.com
2701 Aerial Center Pkwy.
Research Triangle Park, NC 27560
866-264-8594
Established: 2001
PRODUCTS/SERVICES
Cloud-based e-commerce platform
Deckers, Dell, Dooney & Bourke, eBags.com,
Jos. A. Bank Clothiers, KitchenAid, Sony,
Under Armour
MANAGEMENT
Scot Wingo, CEO/Co-Founder
Mobile Platform • 2015 Mobile 500 • Internet Retailer
10
ellPoint Mobile, a mobile payment
and integrated services provider, is
the developer of the mRetail applica-
tion suite. It includes apps for coupons,
loyalty program and account management,
mobile ordering and payment, product
lookup, social media, and store location.
CellPointMobile.com
1111 Brickell Ave., 11th Floor
Miami, FL 33131
305-913-7115
Established: 2002
PRODUCTS/SERVICES
Mobile enterprise framework
Company declined to disclose customer names
MANAGEMENT
Kristian Gjerding, CEO
dCreator, built by mobile technology
firm Celtra, is a rich media adver-
tising development, delivery and
Celtra.com
Cambridge Innovation Center, One Broadway,
14th Floor
Cambridge, MA 02142
866-623-5872
330 M-COMMERCE SUPPLIERS
The full edition of the 2015 Internet Retailer Mobile
500 contains individual listings on 330 technology
and services providers in mobile commerce.
To order a copy of the full edition of the
2015 Mobile 500, please click here.
Suppliers: Mobile Platform • Mobile 500 Lite: Executive Summary
11

InternetRetailer.com/mobile500/Get The Competitive Data, Strategic Insights
And Market Analysis You Need To Thrive.
MOBILE
500
Get Mobilized
We’ve ranked the top 500 leaders worldwide by
2014 mobile web sales and other key metrics.
The 53 data elements per ranked e-retailer
include mobile sales by device type and mobile
sales as percentage of total web sales.
Whether through apps or a mobile-responsive site,
or both, most brands realize the necessity of having
a mobile presence to engage on-the-go consumers.
Which retailers are providing rewarding mobile
commerce experiences to consumers?
PRINT DIGITAL DATABASE
$85 $85 $239
MOBILE 500
WEBINAR
Available
On-Demand
internetretailer.com/webinars/
Top 500 Mobile Retailers • 2015 Mobile 500 • Internet Retailer
OPERATING DATA
OPERATING DATA
87. Urban Outfitters Inc.
FINANCIAL DATA
2014 Mobile Sales: $131,000,0001
2013 Mobile Sales: $65,000,0001
2012 Mobile Sales: $29,000,0001
2011 Mobile Sales: $12,000,0001
Mobile Portion of Total Web Sales: 15%1
Tablet (web + apps): 60% 1
MOBILE PERFORMANCE6
Site Availability: 99.63%
OPERATIONS
Mobile Monthly Total Visits: 5,081,5371
Mobile Monthly Unique Visitors: 1,280,1752
Urban Outfitters
1809 Walnut St.
215-564-2313
iPhone
iPad
 Android Tablet
2014 App Sales: $52,400,000 1
2013 App Sales: $19,500,0001
App Engagement: 33.5%5
Alternate Images
Image Zoom
Location Aware
Native Checkout
 Daily Deals
HD Images
 Mobile Video
MOBILE APPS 4
88. 1-800 Contacts
FINANCIAL DATA
2014 Mobile Sales: $128,331,000
2013 Mobile Sales: $87,300,000
2012 Mobile Sales: $49,600,000
2011 Mobile Sales: $9,800,000 1
Mobile Portion of Total Web Sales: 22%
Tablet (web + apps): 37%
MOBILE PERFORMANCE6
Load Time: NA
Site Availability: NA
Page Weight: NA
Score: NA
OPERATIONS
Mobile Monthly Total Visits: 650,5021
Draper, UT 84020
801-924-9800
iPhone
 iPad
 Android Tablet
2014 App Sales: $25,666,000
2013 App Sales: $26,190,000
App Engagement: 29.0%5
 Image Zoom
MOBILE APPS 4
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Rankings
Mobile & App Sales
Company Profiles
Performance Data
Vendor Research
Executive Contacts
OPERATATA ING DATATA ATAT
MOBILE MARKETING FEATATA URES 4
Mobile Portion of TotalTotalT Web Sales: 15%1
Percent of ToToT tal Mobile Sales On:
Tablet (web + apps):Tablet (web + apps):T 60% 1
MOBILE PERFORMANCE6
Site Availability:ty:t 99.63%
MOBILE COMME
Product Category: Appa
Merchant TyTyT pe: Retail
M-Commerce URL: U
YeaYeaY r Entered M-comme
TeTeT chnology Provide
Mobile SEO Grade:
CORPORATATA E INF
Parent Company: U
Holly Devine, Execut
Urban Outfitters
1809 Walnut St.
215-564-2313
 Daily Deals
HD Images
 Mobile Video
88. 1-800 Contacts
FINANCIAL DATAATAAT
2014 Mobile Sales: $128,331,000
2013 Mobile Sales: $87,300,000
2012 Mobile Sales: $49,600,000
2011 Mobile Sales: $9,800,000 1
Mobile Portion of TotalTotalT Web Sales: 22%
Percent of ToToT tal Mobile Sales On:
Tablet (web + apps):Tablet (web + apps):T 37%
MOBILE PERFORMANCE6
Load Time: NA
Site Availability:ty:t NA
Page Weight: NA
Score: NA
OPERATATA IONS
Mobile Monthly TotalTotalT
Mobile Monthly Unique
Mobile Conversion
Mobile Average Tic
MOBILE COMME
Product Category: Health/Beau
Merchant TyTyT pe: Catal
M-Commerce URL:
YeaYeaY r Entered M-comme
Mobile SEO Grade:
CORPORATATA E INF
Parent Company: 1-
Justin Olson, Directo
66 E. Wadsworth Pa
Draper, UT 84020
801-924-9800
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