To be as effective as possible across MOST mobile devices, a dedicated responsive template is necessary. It's quite a complex and detailed arena, so you can't just add a few lines of css or jscript and hope your existing template will behave on all devices.

The look of an ecommerce site today is moving rapidly towards minimalism. Get rid of all superfluous distractions - particularly on the home page, product info pages and the shopping cart and checkout pages. You want a site that loads superfast, takes the customer quickly to the products they are after, and enables rapid and easy checkout.

People who use mobile devices are by nature people seeking speed and convenience - essentially, they're "lazy", so you need to play to this psychology. If you make things very simple, fast and focused, you'll keep them happy. We convert over 90% of our visitors to a sale and believe that it's the ease of our sites that help to achieve this.

About 62% of our customers shop with us using mobiles, and of that number, about 78% are using Apple and most of the remainder android - but we get quite a few people on Blackberry as well.