Liverpool FC has become the first football club in the world to launch a fully functional e-commerce store for mobile phones, allowing smartphone owners to view the clubs online store, browse the full range of merchandise and pay for them securely.

The club is using the MUSE e-commerce platform developed by Snow Valley, opening the mobile website to extend beyond mobile onto kiosks, in-store devices and social media platforms including Facebook.

The store, located at m.store.liverpoolfc.tv, operates similarly to an iOS application and borrows from the same design as its main Liverpool.tv website. Listings are organised neatly and images are used to highlight specific categories. The website operates almost exactly as it does inside the desktop browser, making it easy for visitors to browse and buy items.

We tested the store on an iPhone 4 and it worked without a problem. However, when we accessed the portal on a BlackBerry device, we were met with the following message: “This site has not been optimised for your mobile device. This may affect your browsing experience.”

We were still able to navigate the site, we imagine that only a small number of smartphones are officially supported at this time.