Mobile media firm go2 Media debuted a new mobile site to let consumers shop or browse for gifts for moms just in time for Mother's Day.

The site, accessed through the portal at wap.go2.com, was created by go2Media in conjunction with Mobegic, a developer of consumer-facing mobile applications. It is being positioned as go2's Mother's Day Shopping channel.

"For two or three years now we've had special Mother's Day content around this event and found that users appreciate having content that's relevant and timely," said Lee Hancock, founder of go2, Boston.

"This year we've expanded the site with images and the ability to purchase through the phone, in addition to finding local retailers to purchase Mother's Day gifts," he said.

Mother's Day is Sunday, May 11.

The go2 Mother's Day Shopping Channel will offer categories of gift ideas such as flowers and electronics to chocolates and apparel. Consumers can browse the product catalogs created especially for viewing on mobile devices.

Once the consumer chooses the particular item, he or she can buy directly from the mobile phone by credit card or by clicking to call the retailer.

Advertisers on the go2 Mother's Day Shopping channel include The Flower Bakery, From You Flowers, JewelryWeb, Ice.com, David's Cookies and NetShops.

Go2 said advertisers can register for premium placement on the go2 deck. Sponsorships are also available.

"The ability to buy over the phone and have it shipped is a new feature this year," Mr. Hancock said. "We'll see how that works.

"We expect that a portion of our users will plan ahead and order ahead and also you can ship these products remotely," he said.