The Evolution Of Responsive Ecommerce

Responsive web design is quickly becoming the only way for online retailers to enjoy success across all internet ready devices. Putting user experience first and incorporating flexible design elements that alter when the website is view on different devices are all the calling cards of a responsively designed website. But where did it originate and how responsive ecommerce develop?

Where Did Responsive Ecommerce Begin?

The term “responsive web design” was coined by web designer and developer Ethan Marcotte in May 2010 in an article for web design industry magazine A List Apart. The following year Marcotte outlined the concepts and practices about responsive ecommerce in his book titled Responsive Web Design which was released the following year.

The principles behind responsive ecommerce were to offer customers an unparalleled shopping experience across all mobile and desktop devices. With the rise and rise of mobile retailing, more and more businesses have realised that it isn’t enough to simply offer an easy to use website on laptops and computers; mobiles and tablets are gaining massive popularity as a platform for online shopping.

As such, responsive web design was born. A responsively designed website will scale its images, content and overall page elements to fit any size screen. This means customer experience is consistent across all devices.

In 2012, responsive web design was listed as number 2 on a list of Top Web Design Trends by .net magazine. The following year, Mashable, a British-American news website, declared 2013 “the year of responsive web design” demonstrating the popularity of this new design philosophy.

Financial and business magazine giant Forbes wrote a piece in 2013, titled: “Why You Need To Prioritise Responsive Design Now”, which reinforced the message that it wasn’t enough to simply have desktop and mobile website as part of a business’ online marketing strategy.  

Since then, hundreds of online retailers have embraced responsive ecommerce. Amazon, a pioneer in the realms of internet retailing and mobile commerce, has begun to make the switch to ensure all their platforms are design with responsive ecommerce in mind. In the UK, one of the first proponents of responsive design was Curries whose mobile strategy has been praised for its customer experience.

What Are The Benefits Of Responsive Ecommerce?

There are a number of reasons why responsive ecommerce is quickly becoming the next big thing when it comes to online marketing.

  • Consistent User Experience – By presenting the same user experience across all devices, customers will enjoy a seamless shopping experience whether they’re using a Smartphone, PC or tablet. This better customer experience helps promote brand loyalty as well as encouraging users to spend.
  • Saves Money – Responsive websites use a single code base. As such, any amendments can be made to this single piece of code. These changes will then take place across all devices.  This cuts down on both developmental and operational costs.
  • Improved SEO – Responsively designed websites are ranked higher in search engine results pages. As such, your website will be more visible on all major search engines which is excellent for driving traffic and conversions. To enjoy better search engine optimisation, embrace responsive ecommerce.