Vodafone UK launched'Vodafone live! Shopping'. The mobile store where customers can purchase goods securely over their phones using their credit or debit cards.

To launch the service, Vodafone UK has partnered with a number of top retailers including HMV, Thorntons, Oddbins, gadgetshop and Firebox. A number of other retailers will be joining 'Vodafone live! Shopping' in the near future.

An icon on the live! menu takes customers through to a virtual shopping centre with a wide range of recognised retailers and products where they can place orders via their Vodafone handset. Once payment has been accepted, the goods are dispatched immediately to the registered delivery address.

Each retailer will provide an overview of available items, illustrated with a full-colour picture and accompanied by a more detailed description to supply as much information as possible, all under the merchant branding to enhance the feeling of a physical shopping experience. In addition, live! customers will also be able to view regularly updated special offers from some of the high street retailers.

Lance Batchelor, Marketing Director, Vodafone UK said, "We are certain that 'Shopping' will be a popular addition to Vodafone live! This development once again demonstrates Vodafone's leadership in m-commerce. Fundamentally, we are offering our customers the ability to shop at their favourite stores whenever and wherever they want. It's all about being quick, simple and delivering what people want."