Mobile commerce service provider Digby has officially launched its Powered by Digby m-commerce platform that lets retailers easily create a mobile storefront. The new branded platform uses the same infrastructure as the Digby Marketplace mobile portal where consumers can shop at a variety of retailers through a single location.

Godiva Chocolatier, the first merchant to launch a Powered by Digby mobile storefront, went live with its branded mobile site on April 30, in time to make buying Mother's Day gifts easier for last-minute shoppers. Online florist 1-800-FLOWERS.com plans to launch its own Digby-powered site this summer.

Sites built with the new platform use the retailer's brand identity and deliver a streamlined mobile shopping and checkout process for smartphone users. The platform also provides mobile browser access, which opens the retailer's catalog to consumers with handsets other than smartphones, as long as they can access the mobile Internet from their phone.

Powered by Digby is available immediately for BlackBerry smartphones, Windows Mobile smartphones and mobile browsers. iPhone and Android versions are expected by year-end.