Loveandpride, an e-retailer of jewelry and fashion that targets the lesbian, gay, bisexual and transgendered community, has introduced shopping apps for Apple Inc. iPhones and iPod Touch devices and mobile devices running Google Inc.’s Android. This follows the launch in April of the merchant’s mobile commerce site, built with m-commerce technology provider Zuznow.

32% of loveandpride’s traffic stems from mobile devices, a factor that pushed the retailer to develop an app. “It was the growing percentage of traffic from mobile users that decided it for us,” a company spokesman says. “It’s in everybody’s interests to give our mobile customers the best shopping experience we can.”

The app, created with app developer Conduit Ltd., is designed to meet three goals, loveandpride says. The first is to enable centralized mobile access to content and images from the e-commerce site that are continuously updated from the loveandpride Facebook page, Twitter account, Instagram feed, Pinterest board and YouTube channel.

The second is to give customers anytime/anywhere access to loveandpride’s daily deals. The app helps on-the-go shoppers away from computers secure a daily deal product before it sells out, the retailer says.

And the third goal is to enable customers to shop and purchase any of the e-retailer’s 7,000 products. This is a work in progress. Right now, a consumer can browse only daily deals, and to purchase a daily deal, he is automatically sent to the m-commerce site to complete the transaction. Loveandpride says it plans to launch in-app purchasing of daily deals and all 7,000 products in time for the holiday season.

Loveandpride launched in 2005 and donates a portion of net sales to LGBT charities.