Using Simply Tap means that Pretty Green customers, once registered, can pay securely and have their purchases delivered with just one tap on their mobile device.

The development is the culmination of previous successful projects between MMN and Pretty Green, which have seen the fashion retailer use Simply Tap to sell accessories via Facebook, exclusive tickets to music-themed events, and vinyl albums from its store windows in partnership with Universal Music.

Pretty Green's Brand Director Nigel Grant explains: "In the past year our mobile traffic has rocketed from around 15 per cent of all web traffic in January to 44 per cent now. It's clear our customers want to use their mobile device to browse products and make easy, instant and secure purchases. After experimenting with MMN and Simply Tap, we know the service works and our customers like it.

Grant continues: "This is another step towards including mobile as an important part of the Pretty Green shopping experience, our next step is to use the mobile and Simply Tap to sell an extended range in-store."

Mobile Money Network MD John Milliken says: "Previous initiatives with Pretty Green have shown that their customers love the simplicity of being able to buy quickly, easily and securely on their mobile phone. The huge spike in mobile traffic that Pretty Green has seen this year reflects conversations we are having with other retailers and highlights that the mobile device is quickly becoming the consumer's preferred way of buying. We also know that it's just not good enough to put an e-commerce checkout on a mobile store because it's too difficult to use and customers will drop out. A mobile checkout powered by Simply Tap solves this problem."