Online retailer Overstock.com has added an additional sales channel to its mobile offerings with a new commerce application.

The application features a full commerce section with a check-out portal and discounts exclusive to the mobile platform. Overstock also has a mobile commerce Web site, proving its support of the channel.

“Overstock.com is always committed to staying on the forefront of technology for our customers,” said Jonathan Johnson, president of Overstock.com, Salt Lake City. “We see the importance of giving our customers tools that are convenient for them, wherever possible, like the iPhone app.

“I see this method of shopping becoming a bigger piece of our business, and all of retail, as long as mobile devices are developed and enhanced to provide the user with a convenient experience,” he said.

Overstock.com is an online retailer that offers a variety of brand-name merchandise at discount prices. Products come from various categories such as bedding, home decor, appliances, watches, jewelry, electronics, sporting goods, clothing and shoes.

The application includes a Lott-O game that lets consumers scratch off a digital ticket for a chance to win exclusive discounts toward their mobile purchases.

Within the application consumers can search, browse, select and buy every item that is available on the Overstock.com Internet site.

The application also features product reviews from other Overstock consumers.

Each product also has a description provided by the retailer.

Consumsers can view items sorted by top sellers, new arrivals and clerance sales.

Items can be listed by relevance and price.

Mr. Johnson said it was important to have full functionality and given the size of Overstock’s inventory, that was a bit of a challenge.

Overstock is targeting all consumers with an iPhone and it plans to launch a commerce application for Google’s Android devices in February.

The application currently does not feature advertisements.

Overstock is promoting the application at http://www.Overstock.com, via email and through the company’s social media channels.

Not a mobile stranger
In 2009, Overstock.com extended its brand to mobile by providing customers targeted promotions and discounts to their handsets.

Overstock tapped mobileStorm’s digital marketing platform for the mobile promotions beta test. The retailer used the platform for targeting, delivery and tracking of mobile marketing messages, including mobile coupons (see story).

Also in 2009, the online retailer said mobile commerce will continue to become a growing segment of online shopping in an exclusive interview with Mobile Commerce Daily (see story).

“We wanted to provide a simple, easy to use platform for our customers to shop from on their iPhone,” Mr. Johnson said. “There are not a lot of retail apps that offer check out. 

“Many are for browsing, only,” he said. “We wanted to provide both.”