Do Retailers Really Need Special Mobile Sites?

Claire Cain Miller and Stephanie Clifford write that after investing in mobile website many retailers are now discovering that users like to hop around between devices so companies “are trying to figure out how to appeal to a shopper who may use a cellphone to research products, a tablet to browse the options and a computer to buy.”

I always think more firms ought to consider the idea that Apple may know something about smartphone and tablet design. Above is a screen shot of taken on my iPhone and you’ll see it’s exactly the same as what you get in a desktop or laptop browser or on your iPad. They tried to design a site that they think works on all platforms, and so now they don’t need to worry too much about what kind of device you use to visit the site.