According to a recent study 50% of all mobile turn-over in 2011 is generated through the iPad. If you then include other tablets, then most of mobile commerce is done through the tablet.
Looking at that phenomenon you have to keep in mind that you need at least 2 approaches for the mobile commerce: One for the cell phone, one for the tablet.
While the cell phone, with the smaller screen calls for a faster, more direct access to the product itself, the tablet lures you in experiencing and browsing at a larger scale.
While the cell is used “on the go” the tablet will more be used at home in a relaxing atmosphere.
The content itself need to be structured in two different ways for mobile and for tablets. That alone is a challenge in itself.
NOTE: It is now very clear that you need different content presentations for different
devices. Constructing one web site and then adapt that site for different environments is a challenge that every site owner should face. It is worthwhile.