E-commerce already has been a huge hit among consumers all around the globe. With the increasing amount of Smartphone users, the need to have diverse platforms and developing a strong m-commerce or mobile-commerce channel becomes extremely essential. Internet sites and mobile applications are known to be the best ways to reach consumers online. Which, to an extent is true, but sadly the desktop layout does not work well on a tablet or for that matter, even on a smartphone.


https://static.fibre2fashion.com/articleresources/images/73/7270/1_files/image001.jpgZooming on products and filling details can be very inconvenient for consumers while accessing a web site or purchasing clothes on their smartphones. This is when a layout which stays consistent throughout all mediums be it personal computers, tablets, smart phones or smart watches and at the same time acts differently depending on the size of the screen of the device being used is required. This is what responsive design can do to online commerce. 2013 was said to be the year of "responsive design" by Mashable.com. It has become a must have" concept among retailers all over the globe to invite more traffic and clicks.


The idea is to integrate multichannel communication and selling beyond just having same deals, offers, discounts, and collections for apparel brands and retailers. Most of the consumers use their smartphone to pre-purchase and post-purchase to research about products and track their orders respectively. The process of purchasing usually happens via desktops or laptops. Responsive design can help break this trend and create a seamless shopping experience for small and big screen devices.


Responsive web design is a flexible layout which fits well into different screen sizes, resolutions, and devices. Websites can automatically adopt a layout based on the device being operated by the users to provide optimal web experience while shopping. This means one piece of web content and format can be applied to suit various devices simplifying the process of repurposing content for all platforms separately.


The technology provides better interface for consumers and users specifically on smaller screens. The recent layout in mobiles and tablets forces consumers to either download an application or use a web-site which is everything but user-friendly. This consequently reduces the bounce rates on an e-commerce site. Responsive web design can provide a convenient shopping experience to consumers and increase page views through its user experience tailored for them no matter what device they are using. Increased loyalty and satisfaction are a few other merits of using a responsive web design for apparel retail. Moreover, responsive design makes sure that there is uniformity among all online channels and consumers have access to the same information, products, and even shopping carts.


Another biggest bottle neck for apparel retailers online is to integrate online content for desktops, tablets, and smartphones. Having an online website or a mobile application is one thing and keeping the content across all synchronized and updated another. By developing a responsive web design, retailers can make sure same content is made available to consumers.

A stand alone mobile application or online site cannot invite more traffic than a responsive web design. Since all the devices that consumers have, use the same URL (Uniform Resource Locator), the traffic of a responsive web design is bound to increase and thereby improving the SEO (Search Engine Optimization) rankings.


But most importantly a responsive web design is said to boost sales and revenue through improved online shopping experience regardless of the device or gadget it is being used on. Big brands have witnessed mobile and tablet conversion rate of twenty percent after moving to a responsive web design from the conventional set up. Placing an order, buying, and tracking the shipment becomes easier with responsive designs.


This unique web designing concept helps optimize m-commerce and capture attention from users. To develop a layout, where the consumer finds everything that they are looking for in a single page, with a simple layout, instead of having long text-filled pages with multiple tabs, is what responsive design helps in achieving. Value proposition lists what the brand is and what it sells and is the first things that consumers see on mobile sites.


Call to action buttons are bigger to avoid zooming for quick responses by users in a responsive design site. Moreover, responsive designs assure less text and more visuals to make a point and keep users interested. Lengthy forms and detail filling processes need to be eliminated since this causes consumers to switch and reduces conversion rates especially on small screen devices. Using expandable tabs for product pages prevents unnecessary clamoring of content on mobile sites and tabs that are more important like sale, offers, and free shipping must be highlighted or must be bigger for better call to actions.


With digitization enabled in every aspect of e-commerce and m-commerce apparel retailers need to update themselves with the latest retail concepts like responsive web design to be steady market players and retain and increase their customer base. With gadgets like Google glass and smart watches, which will soon be available in markets, responsive web designs can help sustain and build online sales irrespective of the size and screen of the devices.





1. Apparel.edgl.com

2. Pfsweb.com

3. Retailpro.com

4. Conversionxl.com


Image Courtesy:

1. Dev1.com

2. Thesteveropergroup.com