Earlier this month, we covered some of the big retailers who have recently rethought e-commerce, but we wanted to shine a spotlight on fresh mobile-centric approaches as well.

Studies have shown that the percentage of consumers buying on mobile devices is growing at a rapid rate. In June 2013 alone, mobile commerce technology provider Branding Brand reports that almost 35% of all visits (and almost 20% of total web sales) to 18 of their top clients' retail sites were on mobile devices.

In order to stay relevant as mobile commerce continues to take increasingly large shares of the market, major retailers must funnel more resources toward their smartphone and tablet apps. Here are 10 retailers who are staying ahead of the curve: 

1. GILT GROUPE
​Platform: Android
What's new: 

• exclusive daily sales
• increased size of images
• single-step checkout process
• faster load time

In order to appeal to Android users, Gilt Groupe ran a series of Android-only exclusive daily sales from May 28 to June 1 this past summer with free shipping on all purchases. Almost half of all daily visits to Gilt's site are on a mobile device but users of Apple's iOS mobile devices have previously shown to make more purchases than Android device users. The focus of the redesign was to make the site's cross-platform image consistent with Apple apps, the m-commerce site and the desktop site.

2. COSTCO
Platform: Android/iOS
What's new: 

• overhaul of home screen
• search function with voice command
• speech to text shopping lists
• online-only offers and deals

With the new mobile app, consumers can shop the retailer's online site even if they are not already Costco Wholesale club members. Additional features include the ability to refill pharmacy prescriptions, upload mobile photos for printing in the Costco photo center, renew or sign up for a membership, create shopping lists, locate nearby warehouses and read articles from the magazine Costco Connection. There is a search bar at the top of the home screen where users can either type or speak into their mobile device to look for products.

3. CVS
Platform: Android/iOS
What's new: 

• scan and store ExtraCare loyalty card
• Drug Interaction Checker
• Pill Identifier
• iPad only: virtual 3D CVS store

With their most recent update, CVS now has a Drug Interaction Checker which allows for users to see when an over-the-counter drug might interact with other medications they are taking. Bar code scanning functionality allows for customers to store their ExtraCare loyalty cards as well as send prescription refill requests. Users are able to schedule immunization appointments and services at CVS pharmacy's Minute Clinic locations. There is a separate iPad app that allows for users to shop at a virtual 3D CVS store to replicate the experience of being at a neighborhood pharmacy location.

4. FAB.COM
Platform: Android/iOS
What's new:

• price-matching "Fab Smile Guarantee"
• personalized sales notifications and reminders
• live feed of purchasing activity on site
• upgraded navigational features

A key objective of the updated app is to make the shopping process easier for the customer. As the user scrolls through products, navigation bars and buttons disappear, which allows for the focus to remain on the product images. The search function has been upgraded with filters such as product type and color as well as the ability to sort by price, best sellers, availability and "Most Faved." When Fab.com announced its new policy to match any authorized retailer's price within 14 days of purchase, they also announced free shipping and free returns.

5. GNC
​Platform: Android/iOS
What's new: 

• revamped home screen
• two new informational sections
• scan and store Gold Card 
• addition of Clearance Aisle

The main menu is now organized with nine large buttons with two new sections: GNC Who Are You, a guide to how various parts of the human body function, and the Health Center, which shows customers what supplements are the best fit for their specific lifestyle or health concern. There is a Deal of the Day feature that offers exclusive app-only deals. Users are able to scan and store their Gold Card loyalty rewards card directly to the app.

6. EBAY
Platform: iOS
What's new:

• introduction of multiple search views
• universal shopping cart
• syncing capability for multiple devices
• notification preferences

Ebay's upgrade introduced the option to view products in a table, grid or tile format and a universal shopping cart that allows users to buy from multiple devices. The focus on cross-platform compatibility helps not only buyers but also vendors. For example, a seller can take advantage of their phone's camera to take a picture of their item and then finish their listing by adding text on their desktop later. The iPad version even include photo-editing tools and drivers license scanning technology to create authenticated new accounts.

7. HAUTELOOK
​Platform: iOS
What's new: 

• faster performance
• larger promotional images
• new navigational system
• looks more similar to desktop site

Originally Hautelook's app was modeled almost entirely on the desktop site which made loading times sluggish and inconsistent but this version has been mobile optimized with a clean two column view. The iPhone's app streamlined layout is a preview of what the next version of the desktop site will look like. Other minor design elements such as text font and color scheme were altered in order to make the sites look more consistent across all platforms. 

8. ETSY
​Platform: Android/iOS
What's new: 

• upload and modify listings
• Direct Checkout
• view and manage Shop Stats
• order and send Etsy Gift Cards

Although the Etsy app was only released a year ago, their loyal user base resulted in one million downloads within the first four months. Previously Etsy vendors have only been able to accept PayPal, check or money order as payment, but the new Direct Checkout feature allows users to pay with Visa, MasterCard, Discovery or American Express card without having to be directed to different site. The app features a Shop Stats dashboard where vendors can view and manage their stores as well as receive notifications if another user has purchased an item.

9. ​WAL-MART
Platform: Android/iOS
What's new: 

• extended Scan & Go capabilities
• save and access mobile coupons
• automatic electronic receipt
• instant digital copy for qualifying purchases

Last year Wal-Mart started installing its Scan & Go checkout kiosks in select stores nationwide with plans to have 1,200 installed by the end of 2013. Scan & Go is a program where customers can use their mobile devices to scan items added to their cart as they walk through the store and their phone will save a running tally. At the end of the trip, the app generates a custom QR code which the customer uses to pay for their items at the kiosk. Wal-Mart hopes that this technology will make shopping at their stores a more convenient and enjoyable experience.

10. OFFICE DEPOT
Platform: Android/iOS
​What's new:

• In-App Checkout
• view ink levels on most HP ePrint Printers
• exclusive Weekly Ad offers and discounts
• add to cart with UPC barcode scanning

Office Depot has also recently experimented with allowing customers to add items to their carts with UPC barcode scanning. The customer is then able to use In-App Checkout which can save their payment information for a one-step checkout process. A handy tool of the new app is the ability to view ink levels on most HP ePrint wireless Printers. There is also a database of which ink cartridges are used in specific printers.

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