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Responsive Design

Responsive WebDesign


Mobile devices have become an integral part of our everyday lives as more and more people rely on smartphones and tablets to access e-mail, use the Internet, and engage in social media. Many business professionals have also joined the mobile movement as they are increasingly using devices to research and purchase products for their company. In fact, according to a 2017 study by Google and the Boston Consulting Group, mobile drives an average of more than 40% of revenue in leading B2B organizations. With mobile fueling more wholesale purchases, businesses must make sure their eCommerce site offers the same user-friendly experience on a mobile device as it does on a desktop.

Continue reading as we explain why a responsive-designed eCommerce site is table stakes in the wholesale distribution marketplace, and share the multiple benefits a responsive site brings to your digital sales channel.

Your business must be able to reach customers wherever they are working, whether they’re at the office, at home, or on the road. If you want to give them a consistent shopping experience that adjusts to their needs, your eCommerce site needs a responsive web design.

Responsive design adapts your website’s layout to ensure that all of the content, images, and structure of the site remain the same on any device a customer uses. This approach utilizes fluid, proportion-based grids, flexible images, and media queries to create a seamless browsing experience. Responsive design, however, is not the same as having a website designed for desktop users and another site for mobile users; a responsive site utilizes one design that handles both types of users.

Google recommends responsive web design as the industry best practice, and tailors search results by displaying mobile sites for queries made on a mobile device.

Designing and managing multiple websites is not only time-intensive and costly, it’s just not practical. Consider these additional reasons to have a responsive site:

  1. Rising mobile usage 

    With mobile playing an increasingly critical role in the B2B customer journey, it’s important that every user visit to your site is optimized. Today, more than 50% of B2B search queries are made on smartphones, and Boston Consulting Group expects that figure to grow to 70% by 2020. But despite this large number of mobile business users, some B2B sites are still catering strictly to desktop users, and probably losing sales because of it.

  2. Recommended by Google 

    Google recommends responsive web design as the industry best practice, and tailors search results by displaying mobile sites for queries made on a mobile device. It’s also more efficient for Google to scan, index, and organize all the content on a responsive design site because it has just one URL and the same HTML across all devices. When a business has a separate mobile site and desktop site, there are different URLs and HTMLs for each site, forcing Google to take more time to search and index multiple versions of the same exact site.

    Additionally, with just one website and URL, it’s much easier for users to share, engage, and interact with the content on that site, compared to one that has different pages for mobile and desktop users. If someone shared a mobile site on a social media outlet and one of their connections viewed that mobile site on their desktop computer, the site would not look or perform as well as on the mobile device. Google takes note of these low-performing, sub-par viewing experiences, which results in higher bounce rates and low site rankings on mobile searches.

  3. Higher conversion rates 

    If your website is not functioning properly on a smartphone or tablet, users will have a frustrating experience and will be deterred from making a purchase. But, by offering a consistent user experience across all devices, conversion rates will rise as your customers become familiar with one navigation and experience across devices. Comfortable customers will become frequent customers.

  4. More efficient to manage 

    With a responsive eCommerce site, you don’t have to double your work efforts in order to maintain your site. You and your employees will appreciate having only one SEO campaign to manage, and any necessary changes need only be made to one site, not two.

Unilog realizes the power of responsive web design, which is why we incorporate it into all our CIMM2 eCommerce sites. Our CIMM2 software is the perfect enterprise solution for B2B companies because it fully integrates your online store, and provides the flexibility and user experience your customers demand.

Responsive web design is a smart, cost-effective way to reach and engage all your customers, no matter where they are or what device they are using to view your website. Get out front of the competition and turn your eCommerce site into a mobile-friendly, adaptable website with responsive web design. Contact Unilog today to learn how we can create a powerful, multi-functional eCommerce site for you.


Unilog is a global technology company that delivers powerful, affordable eCommerce solutions for the B2B marketplace. Our cloud-based eCommerce platform and product data enrichment services help distributors, manufacturers, and wholesalers increase online sales, reduce cost to serve, and enhance their digital channel. Unilog is an ISO 9001:2008- and ISO 8000-certified company with North American headquarters outside of Philadelphia, PA and international headquarters in Bangalore, India. For more information, visit

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