Mobile phones have become a part of us in recent years, being glued to our hands most of the time. Indeed, when it comes to e-commerce, data from Internet Retailer shows that 66% of it takes place on smartphones. Furthermore, Quicksprout discovered that 51% of mobile users looking to do a mobile purchase are more likely to actually buy something if the website is optimized for mobile use.


With that in mind, British online marketplace OnBuy decided to analyse a list of 60 major highstreet brands to see what percentage of them have their websites optimised for mobile usage and how many are missing out on potential sales due to a lack of mobile optimisation.


A study has shown that the average attention spam for humans has decreased from 12 seconds to only 8 in the recent years, and with that in mind has looked at the percentage of the companies who take more than 8 seconds when it comes to the First Contentful Paint (FCP). The FCP measures the time from navigation to the time when the browser renders the first bit of content on the page. Therefore, companies who take longer than 8 seconds to load the FCP are more likely to lose the interest of their customers.


Simultaneously, the tool used by to gather the data (PageSpeed Insights) shows a performance score that can go from 1 (bad score) to 100 (good score). looked at each website to see how many of them rank under 10 for the performance score when it comes to mobile site optimisation.


The English marketplace also took into account a survey of 250 respondents, answering questions on how they felt about their mobile e-commerce experiences.


The Results:




Full survey results. Source:



The results gathered by show that out of the 60 companies analysed, 13% take more than 8 seconds for the FCP to load, which means they are not properly optimised for mobile e-commerce. According to, the FCP metric should be between 0-2 seconds ideally. has noticed that a whopping 85% of companies do not have the ideal loading time. Some of the companies with the FCP metric under 2 seconds are Gap (1.6s), Dominos (1.6s), Sainsbury’s (1.6s), Huawei (1.6s) and Deichmann (1.7s).


When it comes to the ones with the slowest FCP metric these are: Oysho (19.7s), Stradivarius (13.8s), Massimo Dutti (8.9s), Bershka (8.7s) and Lush (8.7s).Simultaneously, also had a look at their Time to Interact (TTI) which measures how long it takes a page to become fully interactive. Ideally this should be between 0 and 5.2 seconds. Shockingly only 3% of the companies have a TTI under 5.2 seconds, while 97% of them go over the ideal time. In fact, 37% of them have a TTI of over 20 seconds.


When it comes to the overall performance score, 20% of the companies analysed by have a score under 10.