ZIP Code verification software used on websites may need to be examined by retailers to ensure it works well on mobile handsets too.
This is the view of mobile consultant Rob Thurner, who says that retailers "cannot afford" to ignore cell phone accessibility any more.
With the number of smartphones in use across the globe continuing to rise sharply, more and more consumers are using their handset as a way to shop, Mr Thurner explained.
He went on to say that this was a "fundamental shift" that must be acknowledged, adding: "Brands really must make sure that their site renders well across a whole range of mobile devices, whether they're traditional handsets, smart phones or they're iPads or tablet devices."
His comments come as new research from the Internet Advertising Bureau reveals that 30 per cent of online shoppers would switch brand if the retailer delivered a poor user experience on a mobile device.
Posted by Richard Jones