Online shopping sites for women on the go

June 4th, 2010 by Felicity Hughes

KDDI join the rapidly growing cell phone store business

KDDI join the rapidly growing cell-phone store business

Recent years have seen a big boom in cell-phone shopping sites that cater to time-poor women by allowing them to purchase fashionable items while on the go. If you’re a woman with a full-time job in Japan, chances are, you don’t have much time to go shopping and once you get home, you’re often too tired to browse the web, so shopping with your cell phone really makes sense.

Just last month KDDI partnered up with Okinawa Cellular to launch a new site called AU One La Select aimed at women in their 30s and 40s. The site sells kitchen items, cosmetics, bags and cooking utensils, among other things. Customers can buy items either from their cell phones or via their PCs and payment methods are flexible: you can pay either with credit card, cash on delivery or at a convenience store.

AU One La Select joins a growing number of online sites that have sister cell-phone sites. One of  the most popular is,which offers a massive range of fashionable items albeit aimed at users younger than Select. Other popular sites include Select Square and Siamese, the latter of which offers an interesting range of imported brands such as TopShop and Primark. Zozoresort is a fun store that sells upscale brands such as Beams and is probably a hit with fashion-hungry girls who live outside the metropolis.

My personal favorite is the shopping site of free magazine Eruca. Commuters pick up the magazine in the morning and can browse the fashions during the day then perhaps buy themselves a little treat after they get home. Eruca has a street-style section and contains discount coupons for bargain hunters.

They aren’t the only magazine with an online store. Elle has an online store with a mobile sister site and earlier this year we mentioned Mobile Closet, which is a cell-phone only magazine that offers popular teen fashions.

As yet, Softbank and DoCoMo do not have any shopping sites of their own but no doubt if AU One La Select does well, executives at these companies might also decide to jump aboard the cell-phone shopping bandwagon.

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