The young women's fashion store Sportsgirl, working with digital marketing agency Citrus, has launched a mobile platform and application to bring online shopping to the mobile phones of its customers.

"Sportsgirl has lead the way in connecting the brand to its customers through digital channels, and this foray into mobile as a marketing and sales channel is the next evolution of this," said Peter Noble, CEO of Citrus.

The company says that the transition to mobile will be an easy one for its shoppers, many of whom are "digital native" - young adults who grew up using mobile phones, surfing the internet and shopping online.

The mobile platform, which went live earlier this month, appeals to Sportsgirl's target market of 18 to 24 year old women, who research indicates are constantly on the move and beginning to use their mobiles not just to text and talk, but also to surf the web.

In 2009, AIMAI reported that 21 percent of Australians were using their mobile phones for ecommerce, compared to 14 percent in 2008. According to research by Paul Budde Communication, though Australia's mobile commerce market is in its infancy compared to the markets of many Asian countries, the service is expected to become increasingly popular as more retailers begin incorporating it.