Most of their customers will soon be purchasing goods from either a mobile or tablet device. Given the rapid growth of mobile in developing countries such as China, those who are agile may even be able to tap into new and very lucrative markets.
While many larger retailers have introduced native apps to complement their website, this option is not usually feasible for smaller retailers. So the emergence of responsive web design - in which sites conform to the individual requirements of the device they are being viewed on - offers the perfect solution.