Online retailers are preparing for a move towards smartphones come 2015.

Half of New Zealanders now do some of their shopping online, and a majority of purchases are made on PCs.

But Sell Shed's Peter Howell says that situation is set to rapidly change.

"That's about the thirty-five percent of the market so far, and we think it's just going to keep growing and growing and growing," he says.

Younger generations are leading the trend towards smartphone shopping.