Online auction website eBay has filed a complaint with media regulator Ofcom over the poor quality of 3G mobile broadband in Britain.
In a new submission, the trader has claimed that mobile commerce remains impossible in 16 per cent of the UK.
And with fewer people using mobile broadband to shop online in rural areas, businesses are missing out on around £1.3 billion in turnover per year.
Angus McCarey, UK Retail Director at eBay, commented that mobile shopping represents "a massive opportunity" not just for retailers, but for the economy as a whole
"But our research shows that consumers and retailers are missing out as the cost and reliability of mobile broadband prevents shoppers from spending."
The firm has called on Ofcom to ensure that 4G mobile broadband services are made available to consumers across the whole of the UK, including the remote countryside.
When the 4G spectrum auction takes place, internet service providers will be required to promise 95 per cent mobile broadband coverage, meaning some homes and businesses could still miss out.