Topshop is the best fashion website for shopping on a tablet across a range of measures from arriving on the homepage to checking out.
The Arcadia-owned chain was rated by research firm Quisma according to the customer experience, the structure of the site, display, usability and specific content and awarded a percentage score out of 100.
It scored 86.89 per cent, narrowly beating global sporting goods retailers Adidas and Nike in second and third place respectively.
New Look was fourth with 84.99 per cent and Asos was behind in seventh place with 82.33 per cent.
Topshop's mobile site was praised for its easy-to-use search bar, login function and shopping basket. It also said that Topshop scored highly for its content, teasers and and promotional campaigns which encouraged customers to buy. The only downfall of the homepage was the lack of 'trust' certificates but the site otherwise 'ticks all the boxes'.
However, the study, which is available on Quisma's website, said Ralph Lauren, Intitex's Zara and H&M all performed poorly. Zara scored 69 per cent and H&M scored just 66.6 per cent.
Much of the information that was easily identifiable on other sites, such as printing functions, terms and conditions and trust elements, were all missing from the Zara site. Even worse, the site did not appear to have any tablet options and it was difficult to on a mobile device as a result.
'No other technology has had as much influence on e-commerce in recent times as tablet devices and research from the IMRG found that tablet devices now account for 85 per cent of mobile sales year-to-date,' said Quisma’s UK managing director Ellie Edwards-Scott.
'Tablet visitors to e-commerce sites also spend 20 percent more than desktop shoppers, and twice as much as those using smartphones, so focussing on the look and feel of your tablet experience for consumers is vital in the run up to Christmas,' she said.
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