Reports and surveys have shown that tablets are perfect for ecommerce. Their size and functionality enables a great user experience and, for those reasons, consumers plan to use them more for ecommerce. Last year 33.7 million Americans used a tablet at least monthly and that figure is set to rise to 90 million by 2014.

However, the results of a study by Zmags shows that while around half of retailers have optimized their website for smartphones the same can not be said for tablets. In fact, under a third of retailers studied by Zmags had optimized their website for tablets. Most continue to rely on a bog-standard website to deliver an "adequate enough" experience on a tablet.

The offerings of the top 100 retailers, as listed in the 2011 Internet Retailer Top 500 Guide, were analyzed but only three scored well across smartphone and tablet devices and just one stood out for tablet optimization.

According to the Zmag report, "Mobile and Tablet e-Commerce: Is Anyone Really Ready?", "We found only one retailer, Nike, that is fully taking advantage of the tablet's unique interface capabilities. This isn't terribly surprising given the relative newness of the platform - the iPad was introduced in April, 2010 - but the apparent absence of a defined tablet strategy does appear puzzling among this group of e-commerce leaders."