Argos has laid claim to being the first UK multichannel retailer to generate £1bn of m-commerce sales in a year.

Bertrand Bodson, chief digital officer, Home Retail, revealed the figure at Argos’ Christmas in July event as he forecast another strong festive period for mobile.

Bertrand said: “We have seen growth in m-commerce in the past three years. At Argos, we recognised this trend early on and invested in teams focused on optimising apps that work for customers.”

The £1bn barrier was broken in Argos’ year to 28th February as the number of sales involving a mobile device grew 38%. The figure comprises sales that start on mobile devices, including the retailer’s check and reserve sales as well as home delivery.

Bertrand added: “The true value of mobile is as a connector between the virtual and the physical world. Our customers like to shop cross-channel and 90% of purchases touch a store, with 35% using the convenience of check and reserve. It also works in reverse, with the new in-store browsers giving a real sense of the digital experience and encouraging them to try it.”