MOBILE commerce is still growing at a massive rate. In fact, according to mobile shop-builder Mobicart, "all of the predictions people made are coming true".

According to an IBM Benchmark Report, sales on smartphone and tablet sales accounted for 11% of total online sales in December last year, double the figure from the previous year. Total m-commerce sales were estimated at more than $10bn (£6.4bn).

But what do people want from their mobile experience?

“It’s not just about shopping”, says founder Wladimir Baranoff-Rossine. “It’s about marketing and discovery.

“Mobile commerce is definitely coming to people’s attention more and more.

“It feels like eCommerce did 10 years ago, when people weren’t sure whether they needed to go online.

“We’ve currently got 10,000 people using the system. We’ve got a core group of customers that really know what they’re doing, and others who are only just getting into it.”

Mobicart enables retailers to easily build their own mobile commerce shops, and has customers including airline Flybe.

The company is currently rolling out its product on a variety of platforms, supported by a recent £100,000 investment from Northstar Ventures.

It has been operational on iPhone since 2010, but launched a magazine-styled iPad version just before Christmas.

“Catalogue shopping is massive and people are used to shopping like that”, said Baranoff-Rossine. “You swipe it with a finger and the pages turn. At the moment you can only shop, but we’re looking to extend that this year.”