The importance of responsive or adaptive design for any site, let alone ecommerce, has long passed the point where the value of it can be argued.
Google explicitly states that it will rank sites that are mobile friendly higher than those that aren’t. For the consumer on the go or away from the desktop, it’s an absolute must that your site is accessible and readable, with simple navigation, easy checkout and visual clarity.
Which ecommerce sites are doing the above, but also providing something more? Here are 14 inspiring examples below.
Once you’ve finished, download our excellent Mobile Web Design and Development Practice Guide for practical advice on design and development for mobile, while dissecting the technical challenges and commercial implications of the key mobile site development options.
This is a beautifully designed mobile site. Brilliant navigation, tasteful calls-to-action, good search with predictive results.
Excellent product listings that prioritises purchase options, with album information just a scroll away. Plus you can stream individual tracks directly from the screen.
The Gadget Flow
Cat-nip for gadget-heads and flat design fans, this is a curated hub highlighting the best tech from around the internet, featuring direct links to product pages on third-party ecommerce sites and the ability to create a wishlist.
Perhaps its key feature is its strong editorial voice, providing easily shareable blog content and product listings.
Just so painfully tasteful (whilst occasionally being a little tasteless).
I’m also a big fan of guest checkout for mobile.
Design a Watch by Mijlo
A beautiful and simple homescreen that repeatedly types out the features of the watch and then lets you scroll down the page to customize it.
I love the simplicity and clarity of Nixon’s site.
I particularly love the menus that double-back on each other within the same field when you select a category.
Net-A-Porter’s designer outlet site has a particularly efficient product page. All the information you need, with easily swiped or tapped options.
Threadless may have a gorgeous and user-friendly app but it still runs an incredible mobile site too.
We could witter on endlessly (and we do) about its gorgeous product images and great navigation…
However the more underrated features are the ease and speed with which you can shop, thanks to super efficient PayPal integration…
And this ‘scarcity indicator’ on the product pages, a great use of urgency for increasing conversion rates.
Lush is crisp, flat-designed site with an focus on editorial content that’s clear and nicely optimised for small screens.
Let’s not forget the all important predictive search box.
And this awesome product page.
Gorgeously smooth navigation, with excellent social integration…
And a huge community of commenters on every product page.
As discussed in 12 excellent ways to present shipping information the department store makes all of its shipping options plainly visible on the home page. Then on the product page, before an item has been added to the basket, the prices for each option are presented to you in an utterly idiot-proof manner.
There’s a full report on how Fallen Hero improved traffic and conversions here but for now let’s just condense it down to ‘it’s got it all’.
Excellent product listings with large images.
Even more impressive images from all angles and sizes within the product page.
And one of the quickest shopping basket and checkouts I’ve experienced.
It’s an elegant site, with very appealing product listings, subtly organised menu…
And I really like the store locator, showing off each individual shop front and details, along with click and collect service.
This isn’t the most visually appealing site however it is one of the easiest to use, with massive call-to-action buttons, simple navigation, intuitive search and fast checkout.
As Ben Davis discussed in 14 features of great mobile commerce design allowing users to enable a GPS nearest store finder with one touch of a button is a great feature. Driving footfall to store is one of the key purposes of many mobile commerce sites and this feature plays a big part in that, coupled with visible store opening times.
Currys is a great example of a mobile site that offers a fully optimised shopping experience, but also understands that customers also use the site to find its offline stores.
For more on mobile commerce, read about these 10 brands leading the way with mobile commerce design.