What is the most important feature of ANY mobile eCommerce site?

I was going to let the debate rage on this important question, after all mobile is the fastest growing channel out there and it is important that all the evidence is is collated, analysed and the correct conclusions are drawn. But no the answer is too clear – too vital  – and too simple!

So what, you might ask, is this “Silver Bullet” of Mobile e-Commerce – that is going to transform the near zero conversion rate of my mobile customers?

A “View Desktop/Classic version” button!