Tesco Direct has launched a new website for smartphone users selling non-food and household items.

The site follows the addition of a Tesco’s grocery app featured a barcode scanning facility for iPhone users.

The latest launch allows customers to locate stores, search the entire Tesco Direct product range, add products to a shopping basket and pay. Shoppers can start transactions on their phone before finishing the order on a home computer.

A marketing push over the next few weeks will work to improve awareness of the site and will seek feedback from customers. Smartphone-friendly websites relating to grocery and Clubcard are expected in early 2011.

Tesco Direct said traffic via mobile phones had rocketed by 300% in the past year, with half a million visitors a month now searching and shopping via next-generation handsets.

“The launch of our first mobile website marks a big milestone in our overall mobile strategy, which is to eventually make all our sites render perfectly for mobile phone users,” said Tesco.com head of mobile web development Angela Maurer.

Non-food customer development chief Laura Duffy said the site was aimed at time-pressed parents and younger professionals researching higher-spec non-food items.

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