Shopping will become a lot easier when Reasoning Global eApplications, a Hyderabad-based multi-channel solutions provider for the retailing industry, rolls out its native applications (or apps) for BlackBerry, iPhone and Android-based platforms by the end of the current financial year.

For one, the yet-to-be launched applications will offer smartphone users easy search and navigation capabilities, just to know what exactly they are willing to buy.

And, two, the apps allow the customers to purchase on the go, too!

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"Mobile shopping is something we are working on our MartJack Exchange. While we are developing native apps for smartphones, we are taking a mobile-based web approach (HTML 5) for other devices. The applications will be available for both MartJack merchants and exchange publishers. While the retailer will be using the same MartJack system, the end consumer will be accessing the online store from his mobile phone by downloading the app from the retailers' app stores," says Jeetendra Joshi, vice president (marketing), Reasoning Global eApplications.

Reasoning's MartJack Exchange is an e-commerce platform that enables a single-click creation of a digital commerce channel with automatic communication between consumers, publishers, retailers, logistic partners and customer service teams.

Built on the .NET technology, and offered completely as a cloud-hosted service, MartJack Exchange is utilised by 700 retailers like Next, Videocon, Gitanjali and Olive Telecom across different retail categories, including fashion, electronics, mobile phones, jewellery. "A lot of them (existing customers) should definitely adopt our mobile apps," he says.

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According to Joshi, the company is not just looking at mobile apps, but also contemplating bringing digital commerce features like social networking to the MartJack Exchange in the next couple of quarters.

"Our idea is to take online purchasing to the next level, offering a 'search-plus-purchase' kind of experience to the end-customer, using the huge foundation we have in place in the form of our Exchange technology. Right now, with an indirect reach to 50 million customers, we are hopeful of easily touching our reachable customer base to 100 million with the roll out of our mobile applications," Joshi adds.