Dive Brief:

• Some 39% of top retailer’s websites redirect two or even more times before loading on mobile; 10% take three or more times. Mobile sites that take four redirects take an extra eight seconds to load, according to an ongoing study by website optimization company Yottaa.

• Using 3G on an iPhone, an average mobile commerce site takes 10 seconds on average to load, and 20 seconds to finish up loading.

• Yottaa tested 500 top retail sites. While mobile sites using an “m.” address should load directly, a whopping 86% have two or more redirects.

Dive Insight:

Comedian Louis C.K.’s admonition —​ that “everything’s amazing and nobody’s happy,” in part because expectations of mobile speed are unrealistic —​ notwithstanding, omnichannel retailing is being hampered by inefficiencies that are forcing potential customers to wait around for page loads on mobile devices. Retailers need to be careful about designing m-commerce sites that offer otherwise appealing features at the expense of load time — and sales.