Wireless device retailer Wirefly has launched a mobile-optimized site to let consumers shop for phones while out and about.

The new site at http://mobile.wirefly.com lets consumers research, compare and shop from mobile phones. Mobile shoppers can explore the extensive catalog of phones and access unbiased information on the latest Android-powered smartphones, BlackBerry devices and PDAs from every major United States carrier.

“Shoppers are increasingly searching for information from everywhere – particularly while they are out shopping,” said Scott Ableman, chief marketing officer of Wirefly.com, Reston, VA. “We are targeting a broad cross-section of adults because the mobile Web is not just for young people.”

Wirefly.com is a source for mobile phones and wireless service plans. Owned and operated by Simplexity, Wirefly.com claims to be the Internet’s No. 1 authorized dealer for every major cellular carrier in the U.S.

Site features

Wirefly’s new mobile site provides quick access to high-resolution photos and video demos.

Additionally, mobile users will also get exclusive access to Wirefly deals.

A social feature on the mobile Web site lets consumers share with friends and family via mobile email.

Using http://mobile.wirefly.com, shoppers can browse the complete Wirefly catalog of mobile phones with a flick and a scroll.

Shoppers can use filters to easily find the latest phones by carrier, manufacturer and rate plan.

The site lets users compare Wirefly prices to others, while on the go.

Additionally, customers can instantly connect to a Wirefly sales agent to place an order or ask any questions with just one press of a button.

“We are getting the word out about the mobile site via promotions to our millions of customers, plus social media and mobile search,” Mr. Ableman said.

“There isn’t a mobile payment mechanism for the site yet,” he said. “We see this as a resource for shopping info. People can click a link that goes directly to the corresponding product page on our full Web site, or they can click to call and complete the order by phone.

“Wirefly will feature special offers on our mobile site, and are adding links to Facebook, where we have exclusive coupons and offers for our friends,” he said.

Dan Butcher contributed reporting to this story.