Brian Sugar, CEO of ShopStyle's parent company, Sugar Inc. discusses the evolution of mobile commerce with WWD following the launch of ShopStyle's iPhone app.

WWD by Cate Corcoran

Fashion search site ShopStyle this month introduced an iPhone version of its service that displays fashion images in tic-tac-toe format, horizontally or vertically. The simple menu lets browsers e-mail an item, click to read more details or click to buy.

“At the beginning, we imagine most people will be e-mailing it and completing the purchase online because it’s still cumbersome to make a purchase on most retailers’ sites,” said Brian Sugar, chief executive of Sugar Inc., which owns ShopStyle.

A forthcoming version of the application will add sales alerts and favorites.

Sugar is also developing other iPhone applications, such as a celebrity game that ties into its PopSugar blog.

“I think mobile will be something that matters,” said the ceo. “It gives visibility to ShopStyle. I’m a firm believer that everything you can do on a desktop now you will do on an iPhone in a few years.” For example, people can comparison shop or browse for dresses online while they are walking around shopping in stores, he said.