Only one in five of the UK’s top 100 retailer have a mobile-optimised version of their website, according to a study carried out by One iota, a social and mobile solutions company, writes Eva McGarr.

While 65 per cent of retailers have a Facebook ‘fan’ page, only 4 per cent have an integrated shopping function within their fan pages. In addition, none of the top 100 retailers enable potential shoppers to make purchases within the Facebook environment.

The research did, however, highlight reasonably buoyant engagement for those retailers that have invested in a Facebook presence. In total, there are nearly 7m consumers currently engaged on Facebook fan pages of the top 100 retailers. Arcadia-owned Topshop currently leads the pack with over 1.2m fans – almost 20 per cent of the total number of users engaged by the top 100 retailers in the UK.

“Following the recent announcement that ASOS intends to launch an integrated social and commerce Facebook store, it’s clear that retailers need to keep up in terms of innovative consumer shopping experiences” says One iota CEO, Damian Hanson. “Facebook is set to become the next destination for online shopping, and retailers must engage shoppers where they spend the majority of their time online.”

One iota analysed the social and mobile commerce sites from the annual IMRG/Hitwise HOT 100. The list, which was topped by Amazon for the fourth year running, includestop retailers such as Tesco, Marks & Spencer, Play.com, Asos and Argos.