Ironic as it may seem, mobile operator O2 has only just embraced m-retailing for its own customers with the roll out of specially designed m-web pages that let customers purchase mobile phone accessories on the go on all web-enabled phones.

Watch and jewelry retailer Ashford.com is aiming to increase its sales this holiday season via a new mobile-optimized, commerce-enabled site.

Because travelers are inherently “mobile”, it’s natural that travel companies have been early adopters in mobile, often blazing the trail in the mobile industry. They were the first to have a transactional mobile site, first to leverage mobile apps, first to reach a global audience, and so forth.

John Lewis today launched its new iPhone app, following the retailer’s announcement last month that it will provide free wi-fi in all of its stores.