Seattle-based mPoria said today that it launched its GoMobile! service in North America, which helps retailers sell products on the wireless phone.

The service enables retailers to build their own company-branded mobile shopping site without a wireless development team. To do so, merchants use a wizard to establish a site and, within 30 minutes, mPoria said, the site is available to millions of U.S. consumers with mobile devices.

"The reality is that people are living a mobile lifestyle and their mobile phones have become as essential as a wallet. This shift in behavior has opened a wealth of opportunity for retail merchants to reach and sell to their customers in a completely new way," said Dan Wright, mPoria's CEO.

Customers include GameStop, Buy.com, TicketsNow, Cutter & Buck and others. Wireless carrier partners include Verizon Wireless, Sprint and Cingular Wireless.

Looks like from the company's Web site, merchants pay a one-time $70 set-up fee and then $40 a month.