More than 40% of sales now stem from smartphones and tablets at flash sale retailer Rue La La, the company reports. As mobile commerce continues to grow, the e-retailer is debuting a version of its mobile app specially designed for Apple Inc.’s new iPhone 5 and is updating its iPad app.

Keeping pace with Apple is key because more than 80% of Rue La La’s mobile sales come from consumers using Apple devices, the company says. The iPhone 5 app is designed to fit the larger screen of Apple’s new smartphone, released last month. 50% of all mobile sales come through the iPad. New features of the iPad app include:

• Size availability display, which helps shoppers quickly determine the availability of their desired sizes and colors without missing a purchase before it sells out.

• Today on Rue, which gives users an additional browsing path with access to all shopping boutiques and individual products in the same view.

• Instant access to the Right Now feature upon launch, which allows shoppers to learn immediately which items are selling out or already sold out, without having to navigate off the home screen.

It is important that shopping is enjoyable and easy, Rue La La says, on all three screens—desktop, smartphone and tablet—because a consumer who uses all three screens is 540% more likely to make a purchase than someone who just shops by computer.

“Rue La La thrives on innovating the shopping experience. It is our mantra to make certain that we are moving as quickly as our member is when it comes to technology,” says Ben Fischman, CEO of Rue La La. “By continuing to enhance our members’ shopping experience we believe that sales through a mobile device will consistently reach 50% by holiday 2012.”

RueLaLa.com is No. 19 in the Internet Retailer Mobile 400.

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