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.

Piccadilly Records

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).

We've mentioned Firebox a few times on the blog as its a great example of flat and upwardly responsive design. David Moth also interviewed Firebox's creative director Aaron Buckley last year.

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.

Benefit Cosmetics

Gorgeously smooth navigation, with excellent social integration…

And a huge community of commenters on every product page.

John Lewis

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.

Fallen Hero

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.

Christopher Ratcliff

Published 3 June, 2014 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (11)

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Some great examples here Christopher - though IMO "responsive" web design is actually nothing new (as it's always been important to design for device independence even from very first days of the web)..

about 4 years ago



Wow - some lovely design examples to inspire you in the morning to create something good!

about 4 years ago



I find quite good too.

about 4 years ago


Lauren Moyle

Worth mentioning Harvey Nichols too- very clean design AND very functional at the same time IMO.

about 4 years ago



I agree with DRPP, but the point of responsive is that it has evolved and nowadays it is cleverly utilised to be adaptable and functional across multiple devices with various screen resolutions.

about 4 years ago


Youmart Online Shopping

YouMart is an online supermarket in Bangalore with a range of products. Online Shopping for groceries is a smart way to get your daily household items easily. It helps you to save time, effort and money. Over the last few years, shopping groceries online has become quite popular among single working individuals, working women and young working couples with no kids.

For more,
Phone, 08025252515

about 4 years ago


Jack Thorogood

The Gadget Flow site looks good but seems to be let down by external integrations (Pay with Fancy) for example.

IMO perhaps a sign that there is a lot of work to do on so many sites still if even one of these admittedly great looking sites still fails a bit when it comes to the complete end to end experience.

(Looking at them side by side, the Piccadilly Records one has some very minor font issues on Nexus 5 compared to iPhone. A minefield, as has often been said...!).

about 4 years ago


Designing of Ecommerce Websites is providing the best services of Website Designing, Website Development and API Application Development in Chandigarh at the affordable prices.

about 4 years ago


Anu Priya, Marketing Executive at Web Designing Course

Interesting insights on Mobile Ecommerce web designs. Only when the call to action is impressive, people will love to use the service.

about 4 years ago


Jason Wallace, Digital Producer at Exa

John Lewis would have to be the worst mobile ecommerce site ever made. Just horrible. It takes at least 6 clicks to get to a product page. How on earth does this deserve to be on this list? The desktop site isn't much better. How they are successful online is beyond me.

almost 4 years ago

Francesco Margherita

Francesco Margherita, SEO at

I believe that the fact of buying through an e-commerce site does not depend only on the quality of the theme and the effectiveness of navigation paths. Some segments convert a lot more than others. I speak often with my friends Flamenetworks dealing with virtual servers. One thing is the traffic, conversions are another.

over 3 years ago

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