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We’ve come a long way since the rise of ecommerce websites, so today we examine responsive ecommerce and web design. Let’s see where it all began!

The Origins Of Responsive Ecommerce

Mobile web browsing started in the dark days with WAP, a heavily criticised and underdeveloped application – causing mobiles to crash, ignore users’ commands, and simply behave like a revenge-raged teenager. Two years later, though still in its infancy, mobile browsing improves with CSS and Javascript.

In 2001, Amazon is the first ecommerce website to launch a mobile website. Designers were still presented with limitations however, and it wasn’t until 2007 when Apple introduces its iPhone - with full integrated web browsing and downloadable apps – that m-commerce is advanced that little bit further toward a brighter and more interactive future. Nevertheless, these interspaces still proved problematic, as they lacked the full functionality of the desktop site.

The Solution? Enter ‘Responsive Web Design’

Website designer and developer Ethan Marcotte coined the term Responsive Web Design (RWD) in 2010, in his brilliantly written article ‘Responsive Web Design’ for ‘A List Apart’ design magazine - A magazine centred on the development and design of websites. For those considering RWD, it is well worth a read. In it he says that we should ‘embrace the fact that the web doesn’t have the same constraints’ as print medium, rather than perceiving it as a nuisance.

With RWD, we all have the power now to create effortless and beautifully designed websites for use on any device; and make no mistake, since Marcotte’s article was written we’re in need of RWP more than we ever were. With new devices supporting web browsers constantly being added to the market, responsive ecommerce is both cost-effective and timesaving. You could create separate subdomains compatible with different devices by varying coding, but as Marcotte correctly observes ‘what’s next? An iPad website? An N90 website? Can we really continue to commit to supporting each new user agent with its own bespoke experience?’ – No, we can’t.

It’d be near impossible to create individually tailored subdomains for every device on the planet today. There’s just too many, and it won’t be stopping any time soon. Customers now expect a fully-functional and easy to use website on any device, so don’t be the one to deny it to them. Provide the exceptional customer service that you want to and invest in responsive web design today.

Contact Store Express Today For Responsive Ecommerce Solutions

Don’t lose customers - create a flawless shopping experience that integrates all different forms of technology and your customers will instinctively trust and adore you. Here at Store Express we really do care about our customers and your website, and we are really passionate about responsive ecommerce solutions, too, so give us a call on 0845 050 3500 to see how we can help build you an effective online retailing platform. Alternatively, e-mail us at

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Store Express

Building 4 Millars Brook Molly Millars Lane Wokingham Berkshire RG41 2AD United Kingdom